For 2014, eMarketer estimates US digital ad spending on branding will make up 65% of total budgets vs. 35% for direct response.
The breakdown has shifted even more in branding’s favor since 2013, when it was responsible for 63.0% of digital ad investments, vs. 37.0% for direct response.
Branding efforts will remain important. In a February 2014 study conducted by Duke University’s Fuqua School of Business, brand building was among the categories for which CPG CMOs in the US said they expected to increase their marketing budgets—up 8.2% in the next 12 months. Digital marketing was set to increase 12.9%, according to the survey. Read the rest at eMarketer.