Ad dollars traditionally earmarked for TV campaigns are migrating to online outlets as major brands such as MasterCard, Verizon Wireless and Mondelez International look to reach the 88 million people watching online videos daily. Ad-buying firm Starcom MediaVest says it has moved at least $500 million away from TV in the past year, about 75% of which went to Web channels. "For us, it's really about shifting to where audiences are," said SMG CEO Laura Desmond.

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