Johnson & Johnson is holding back on its digital marketing budget in the absence of a clear way to measure the performance of digital against traditional channels, according to a report published by Mumbrella.
The company’s APAC Head of Global Strategic Insights Michaela Cortez told Mumbrella that the ‘barrage’ of data J&J receives from Nielsen’s Digital Ad Ratings – currently the only method available to measure digital against other media – is not yet at the stage where it can be satisfactorily interpreted.
As a result, J&J brands have been ordered not to up digital spend at the expense of traditional media. “Some want to spend 100 percent of their budgets on digital,” said Cortez. “But we usually say ‘hang on’, it’s probably not the right thing to do.”