Source: 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.
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.