Top Drivers of Online Brand Ad Spending, December 2014 [CHART]

Marketers are shifting their digital campaigns from direct response to brand advertising, according to a Nielsen survey conducted in conjunction with the CMO Council. Budgets continued to rise for digital brand advertising campaigns, with 7 in 10 marketers increasing their funding, up 15% year-over-year. The study notes that further growth is being hindered by the lack of relevant metrics: 95% said they would increase their digital brand advertising spending if they could verify that it created the desired result; and 82% would do so if they had the ability to verify that the advertising was actually delivered to their intended audience. Source: Nielsen / CMO Council

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