Marketers Project Brand Ad Spend To Outpace Direct Response

More than ever, marketers are embracing digital channels for brand building and shifting consumer perception. Advertisers project brand ad spending to grow more quickly than direct response, this year.

In fact, 63% of marketers project that the dollars allocated to online brand advertising will grow in 2013, while one in five believe the increase will exceed 20%, according to Vizu, a Nielsen company, and the CMO Council.

These numbers are in line with what Vizu saw in marketers’ 2012 projections, demonstrating continued momentum on this front, Vizu and the CMO Council reports.

Just over half (51%) of marketers also expect spending on direct response to increase in 2013. One in four stated that increase will exceed 20% However, 41% of those surveyed said their digital direct response advertising budgets will stay the same as last year.

With the brand-building category, nearly three-quarters (70%) of marketers plan to increase their use of social media in 2013, followed closely by mobile advertising (69%), and video advertising (64%).

These numbers are all up from 2012 projections, indicating a continued shift toward channels where consumers are spending an ever-increasing amount of their time, Vizu and the CMO Council found.
Brands aren’t alone in their thinking. Agencies are also projecting growth in mobile advertising (81%) and video advertising (73 percent), followed by social (57%).

For their research, Vizu the CMO Council fielded an online survey -- of some 287 senior brand leaders, 176 agency executives and 152 publishing representatives -- earlier this year.



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