Branding Forecast to Match Direct Response in Digital Ad Spend

Digital ad spending is currently weighted towards direct response over branding, but that tilt will soon disappear, according to an eMarketer forecast. This year, eMarketer expects that 6 in 10 digital ad dollars will go towards direct response. By 2017, though, advertising dollars will be split almost equally between branding (48.5%) and direct response (51.5%), as the former enjoys double-digit spending growth throughout the 5-year forecast period. (more…)