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.