Top Drivers of Increased Spending on Digital Brand Advertising

December 23, 2014

This article is included in these additional categories:

Analytics, Automated & MarTech | Brand Metrics | Data-driven | Digital | Marketing Budgets | Spending & Spenders

NielsenCMOCouncil-Drivers-Increased-Digital-Brand-Ad-Spend-Dec2014Source: Nielsen / CMO Council

    Notes: Marketers are shifting their digital campaigns from direct response to brand advertising, according to a Nielsen survey conducted in conjunction with the CMO Council. Budgets continued to rise for digital brand advertising campaigns, with 7 in 10 marketers increasing their funding, up 15% year-over-year. The study notes that further growth is being hindered by the lack of relevant metrics: 95% said they would increase their digital brand advertising spending if they could verify that it created the desired result; and 82% would do so if they had the ability to verify that the advertising was actually delivered to their intended audience.

      Related: Share of Digital Ad Spending Spent on Branding, by Industry

        About the Data: The study is based on an online survey fielded between April and July 2014 among 546 senior brand leaders, 661 agency executives and 377 publishing representatives.

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