Pepsi will not be running ads during the Super Bowl for the first time in 23 years. Instead, the company plans to focus their marketing efforts in online ads. The company spent $15 million in Super Bowl ads last year on Pepsi alone (they also own Gatorade, Frito-Lay, Cheetos, etc.).
If a company with a marketing budget the size of Pepsi has realized that there is more value in spending with online ads than with Super Bowl ads, then it is clear that online marketing is starting to become the primary source for reaching potential customers.