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eMarketer-Digital-Ad-Spend-by-Industry-Objective-May2015Source: eMarketer [download page]

    Notes: Branding will be the primary objective of 42% of US digital ad spending this year, forecasts eMarketer, a slight increase from 40.9% last year but well below the 48.5% share previously forecast for 2017. Nevertheless, objectives vary widely by industry, with CPG and consumer product digital ad spend heavily weighted towards branding (65% share) and travel to direct response (72% share).

      Related: Which Types of Audience Targeting Are Most Important to Digital Branding Campaigns?

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