Digital advertising sees shift to branding focus

08/19/2013 | eMarketer

Digital marketers are increasingly directing their dollars to branding efforts versus simple direct-response advertisements, according to a recent CMO Council survey. Just under two thirds of marketers say they plan to up their spend on brand advertising, while only about half plan to do so for direct response. About seven in 10 marketers reported they would spend more on brand advertising if there were more precise measures of return on investment.

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