This year, eMarketer has taken a deeper dive into US paid digital spending to determine how much marketers in vertical industries are investing in ads primarily aimed at obtaining sales or leads compared with those focused on driving favorable opinion about a brand. Because telecom operators sell and deliver their own products and services, they have been aggressive with both direct response and branding campaigns. As a result, spending objectives are more evenly split for this industry than in others.
eMarketer estimates the US telecom industry will spend 55%, or $2.65 billion, on direct-response advertising in 2013. These formats include online and mobile paid search, classifieds, online directories and paid ads embedded in email messages. Read the rest at eMarketer.