He said P&G will continue to try to drive greater ROI by shifting funding to digital as it becomes more ubiquitous and generates greater reach, but he predicts TV will also get more digital. Reckitt Benckiser a few years ago shifted around 20% of its U.S. TV budget to online video, and this year around 40% of the company’s media impressions will be in digital media (though given lower CPMs, that doesn’t translate into 40% of spending), said Laurent Faracci, general manager of Reckitt Benckiser USA.
http://adage.com/article/news/truth-works-digital-marketing/235427/