Companies were more likely to hire digital marketers than creative services professionals last year, and that trend looks set to repeat itself this year.
Telecom is in line with US industry averages when it comes to the mix between direct-response and brand-driven advertising.
In 2014, financial marketers will dedicate $3.84 billion, or 62% of their total digital ad spending, to direct response.
US media leans toward the direct-response side, with roughly a 60-40 split between direct response and branding.
Digital ad spending is currently weighted towards direct response over branding, but that tilt will soon disappear.
eMarketer estimates that out of a total of $41.94 billion in US digital ad spending in 2013, nearly 60% will go toward direct response.
Retail marketers will invest 64.6% of their paid digital dollars in direct-response efforts this year.
At roughly $16.3 billion – up 3% from $15.9 billion in 2011 – the retail sector accounted for more than 11% of total US ad spend (excluding FSI/PSA).
54% of agencies and 39% of advertisers reported using social ads to do some mix of branding and direct response.
The most common primary key performance indicators were brand lift, sharing and cost efficiency.