Marketers say trade partners are holding them back from shifting TV spend to digital
Marketers from some of the world’s biggest FMCG brands including Johnson & Johnson and Pernod Ricard have suggested that their shift in marketing pounds away from traditional channels, namely TV, is being hampered by a lack of education on the effectiveness of digital by the retail giants that buy their goods.
Johnson & Johnson - the company behind brands like Neutrogena, Johnson’s Baby Care and Listerine - has been investing more time and budget into programmatic, particularly in the UK where it has run a number of trials in recent months. ..... "
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