The consumer packaged-goods sector has attempted to shift its focus to digital advertising and marketing over the past couple of years, but online ad expenditures remain a minuscule portion of its overall ad spending.
The U.S. consumer packaged-goods industry spent $365.9 million on online display advertising during the first half of 2009, according to Kantar Media (formerly TNS).
As the first half of 2009 reveals paltry year-over-year growth, it is unlikely that the second half of 2009 moved the needle much farther. (Second-half 2009 figures were not available.)
In addition, any noticeable increases in digital media expenditures — including video — over the next few years can be attributed to dollars shifted from offline media budgets into online.