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Marketers’ Use of Digital Brand Advertising Grows

Nielsen reports that for digital advertising, marketers ran significantly more brand ads than direct response ads in 2014,  based on a survey conducted in conjunction with the CMO Council. This is in contrast to the previous year, when digital direct response ads exceeded brand advertising campaigns. “Overall, 70% of marketers increased the amount of budget allocated to digital brand advertising in 2014, a 15% rise from last year.” Within digital, “81% of marketers planned to increase their use of social and 65% of marketers planned to increase their use of digital video for their advertising campaigns”, with many marketers feeling that “these two formats are best suited for multi-screen campaigns.”

 

 

The report suggests that the lack of digital metrics was hindering growth, with the ‘ability to verify my brand advertising created the desired result’ a top potential driver for respondents to increase spend on digital brand advertising.

 

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