US Online Ad Spending Share By Objective, 2013-2017 [CHART]

Chart - US Online Ad Spending Share By Objective

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.

Indeed, brand advertising spending growth will outpace direct response in each year of the forecast, with increases of 18.1% and 11.2% respectively this year and 10.5% and 3.6% respectively in 2017. Read the rest at MarketingCharts.