Johnson & Johnson Spending More Online

If the spending of the fortune 100’s are a reflection of broader trends in advertising, it is going to be a good year for online advertising. According to Ad Age, the consumer giant is quietly moving its spend to digital media.

They reduced measured media spending by 22% and moved the spend to unmeasured media. That is an interesting way of describing online spend: unmeasured media. I am not sure what can’t be measured, as pretty much every visitor can be tracked through a website, but perhaps the terminology comes from the world of old media. It was also interesting to me that email and direct mail programs saw a big increase in funding, and the company set up a central fund for online marketing spend. I am sure that Johnson & Johnson will also be putting some budget into the new media of blogs, video and buzz marketing.