U.S. digital brand advertising could overtake response in 2012 - survey
- Publish Date
- 16 Jan
- Category
- Online Advertising
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The survey of more than 450 U.S. brand marketers, media agencies and media sellers found that 64 per cent of respondents plan to increase their online brand advertising budgets in 2012, with 60 per cent saying they will allocate ad spend away from direct-response to brand advertising.
Unsurprisingly, some channels will grow faster than others. Some 69 per cent of marketers plan to increase spending in mobile brand advertising, while 63 per cent plan an increase in social media and 57 per cent in video advertising.
The outlook for online brand advertising could be further improved if brand marketers had access to better metrics. When asked what would encourage them to increase spending on online brand advertising, 68 per cent of those surveyed said ‘improved clarity around actual return on brand advertising investment.’
Elsewhere, nearly 80 per cent of both agency and brand respondents said ‘brand lift generated as a result of the advertising’ was the metric they would prefer to use to judge the effectiveness of brand advertising.
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