As far as the online evolution goes, 2013 marks the ‘Year of Brand Advertising’, as 48% of brand marketers globally plan to maintain their spending on online display advertising in 2013, according to a recent report by Nielsen.
For marketers, there is no doubt that 2013 marks a shift in online advertising – to bigger budgets, sounder metrics and a continuing focus on brand advertising, Nielsen reports.
“Marketers are now embracing online for branding purposes aimed at shifting consumer perception,” the study shows, in a report produced jointly by Vizu, a Nielsen company and the Chartered Marketers Officers (CMO) Council.
In fact, in 2013, advertisers project brand ad spending to grow more quickly than direct response.
In addition, Nielsen found that:
- 64% of brand marketers plan to increase their spending on online video advertising in 2013.
- 70% of brand marketers plan to increase their spending on social media advertising.
- 25% of marketers believe online direct response spending will increase by 20% or more.
- 51% of marketers believe online direct response spending will increase.
- 20% of marketers believe online brand advertising spending will increase by 20% or more.
- 63% of marketers believe online brand advertising spending will increase.
- The brands aren’t alone in their thinking, with agencies also projecting growth in mobile advertising (81%), video advertising (73%), followed by social (57%).
“Digital media continues to develop as a branding medium, growing beyond its roots as a channel of interest solely to direct response marketers. Today, it appears that branding in the online medium appears to have come of age, as spending for online brand advertising in 2013 is projected to rival that of direct response advertising. What’s more, growth projections for branding exceed those of its performance-based sibling.
“Looking ahead, two key dynamics bode well for a continuation of this trend while another has the potential to slow, or even reverse it. Specifically, as consumers continue to migrate toward digital media consumption—whether online, tablet, mobile or connected TV— brand marketers (and their advertising dollars) will need to follow them there. In addition, as advertising formats in these channels evolve to provide richer experiences, they will naturally attract more brand advertisers. As television has shown, formats that include sight, sound and motion are well-suited to influencing consumer opinion,” the Nielsen report states.
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