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.