retail news in context, analysis with attitude

The Wall Street Journal reports that Procter & Gable now is "spending more than a third of its U.S. marketing budget on digital media, an aggressive shift as Americans for the first time are expected to spend more time online this year than watching television ... That is well beyond the estimated 20% to 25% share that digital ads typically claim of companies' marketing budgets and highlights the threat to traditional advertising media like print."

"The bottom line is we need and want to be where the consumer is, and increasingly that is online and mobile," a P&G spokesman tells the paper.

The story goes on: "P&G's deeper dive into digital ads comes as online advertising is gaining ground on television, even though there is little evidence so far that television companies are suffering as a result.

"Digital ad spending in the U.S is expected to grow 14% this year to $41.9 billion, while TV ad spending is expected to grow just 3% to $66.4 billion, according to eMarketer.

"Mobile devices are the biggest beneficiary of the shift in American's attention. Adults will spend an average of two hours and 21 minutes per day on devices like smartphones and tablets doing something other than talking. That is longer than they will spend online on desktop and laptop computers and nearly an hour more than they spent on mobile last year, according to eMarketer."
KC's View:
This trend is only going to gain momentum, as marketers realize that to an ever-expanding degree, people who matter are accessing content via digital venues, and that traditional print media are dying. There will be exceptions, but for the most part, this is the inevitable truth. And those who suggest that somehow this is a negative trend miss the point. Because values are found in the content, not the form.