Have a myARF account?

News You Can Use

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.


Read the full article.

For more on this topic, check out the Marketing Tab in Morning Coffee .

See all 5 Cups articles.