Dive Brief:

• A recent report from research firm Kantar Media found that as advertisers shift a bigger portion of spending to digital, they are also slashing their overall budgets. 
• The report shows that the top 10 biggest advertisers cut their budgets by 4.2% in 2014—from $16 billion to $15.3 billion. 
• Cost efficiencies in online advertising allow marketers to purchase more inventory for less. 

Dive Insight: 

Digital advertising has a host of benefits—it's efficient, easily tracked, and offers certain flexibility. Now that big marketers are catching on that they can buy more and spend less, the shift to online advertising away from other arenas is likely to continue.