US Retail Online Ad Spending By Objective, 2013 [CHART]
Various types of search and display continue to command the largest chunks of digital spending across the category. Mobile and local marketing are also seeing increased investments from retailers, as they race to keep up with smartphone-toting, tablet-using consumers who consult their devices at various stages of the purchase cycle. At the same time, targeted advertising in mobile, local and social channels is growing rapidly as retailers attempt to forge direct and personal relationships with their consumers across multiple screens and platforms.
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