ClickZ: CPG Companies Crank Up Display Ad Spend

Quick note on the ClickZ article last week about CPG companies ramping up online spend.  Branding is tremendously important in this category, which includes many of the largest advertising spenders on the planet (P&G, Unilever, etc.).  Companies like these are increasingly realizing that their customers are consuming a greater and greater share of their media online, so if they want to protect their brands they need have their ad budgets track that shift in behavior.  The alternative is to risk losing share to new brands or – particularly as wallets tighten through the recession – private label products.  Research indicates that such share losses can be permanent, so continued investment is critical even in “this economy”.  Glad to see them staying sharp.

About Andy Atherton
I am currently an SVP at AppNexus. I previously spent four years as COO and cofounder of Brand.net, a pioneer in programmatic reserve technology and leading digital media buying solution for top brands. Prior to Brand.net, I was Vice President of Pricing and Yield Management for Yahoo!, responsible for maximizing monetization of a global portfolio of display inventory worth $2B annually. Beginning in 2002, I created, developed and globalized Yahoo’s PYM function over a period of five years. Prior to Yahoo!, I was president and cofounder of Optivo, a venture-backed start-up that developed price optimization software for e-commerce retailers. More on LinkedIn...

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