Most Digital Ads Are Still About Direct Response, Not Branding

January 16, 2016
eMarketer_US_Digital_Ad_Spending_

eMarketer_US_Digital_Ad_Spending_

A New eMarketer Report Shows That the Tactic Draws 60% of Digital Ad Dollars Across Industries

More ad dollars continue to pour into digital, and most of those dollars continue to go to direct response, not branding.

Digital ad spending in the U.S. will cross $50 billion this year, according to a new report from eMarketer out Tuesday morning. While both spending categories — branding and direct response — are expanding, the latter is growing at a faster clip, commanding 59.1% of the digital total in 2014.

In 2013, direct response represented 58.4% of digital spending, at $24.9 billion. Digital publishers have made huge efforts to gain brand dollars over the past decade, including growing investments in content and lavish upfront presentations to woo Madison Avenue. But the sales are being tipped by a surge in spending on mobile, where app install ads and other direct response units dominate.

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