Michael Learmonth of Advertising Age has just reported that “Reckitt Benckiser is pouring nearly $40 million into web video in 2010, thought to be the biggest single buy for the medium.” Okay, I wish that I’d gotten this scoop, but I’ve got to tip my hat to Ad Age.
Now, if you’ve never heard of Reckitt Benckiser, it’s is a British global consumer goods company that owns of hundreds of household brands such as Air Wick, Calgon, Clearasil, Lysol, Vanish, and Woolite.
According to Learmonth, Reckitt Benckiser “is essentially doubling-down on its 2009 campaign, which was also at the time the biggest yet for web video at an estimated $20 million. New for 2010: The buy is going global, and YouTube is participating.”