Brand Advertising Outshines Direct Response in Digital

Measuring brand advertising still poses a challenge

Direct-response marketing may soon be taking a backseat to online brand advertising initiatives. According to a DIGIDAY and Vizu “State of the Industry Survey,” more marketers plan to increase their online branding initiatives in 2012 than they do their direct response tactics.
The survey reveals that roughly half of marketers plan to increase direct-response spending, compared to 64% who plan to increase online brand ad spending.
Drilling down into how much marketers plan to increase their investments, 44% will increase online brand ads by more than 10%. Moreover, 22% will increase brand ads by at least 20%. Although marketers are in fact increasing direct-response spending, the survey indicates that they are doing so to a lesser degree than brand advertising—20% plan to increase online direct-response advertising by 10% or more, and only 13% plan to increase it by 20% or more.

Growing marketer interest in mobile advertising, social media and online video is contributing to the expansion of online brand advertising as a category. According to DIGIDAY, 69% of survey respondents plan to increase their mobile ad spending, 63% plan to increase social media and 57% plan to increase video advertising. For the majority of marketers, investments in rich media advertisements and standard display advertisements will stay the same.
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