Marketers will continue to increase their online ad presence this year, with much of that added spending going toward branding efforts, according to a February 2013 survey fielded by CMO Council and developed by Vizu, a Nielsen company. The study found that whereas in previous years, online ads had served primarily direct-response purposes, this year, marketers are moving to a more even mix of brand-focused efforts alongside direct response, with 64% planning to do a mix of both.
And in fact, brand advertising will see a big increase in spending, with 63% planning to up investments vs. 51% who will put more dollars to direct response. This is also a reflection of the lesser role branding has played in digital advertising previously.
When it comes to specific tactics that will see growth, US brand marketers, in particular, will double down on social media, mobile and video this year, with 70%, 69% and 64%, respectively, increasing their use of these tactics. Far fewer respondents planned to put more dollars to rich media and display, and in fact, display advertising will see the largest percentage of marketers decreasing their investment.