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    Source: eMarketer

      Notes: Almost 6 in every 10 dollars spent on digital ads this year have a direct response objective, according to new estimates from eMarketer, although the firm believes that digital advertising dollars will be split almost equally between branding (48.5%) and direct response (51.5%) by 2017. The new estimates find that digital ad spending objectives vary significantly by industry, with travel (74%) and retail (70%) allocating the largest share of their digital ad dollars to direct response objectives, while the CPG (65%) and media and entertainment (50.5%) industries are the only to devote a majority share of spending to brand advertising.

        Related: 61% of Marketers Moving Online Dollars From Direct Response to Brand Advertising

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