Direct-response and branding tactics meld in digital future

09/11/2013 | eMarketer

As distinctions between mobile users blur in the multichannel environment, so are distinctions between branding and direct-response advertising as marketing tactics, according to an eMarketer report. This year, branding is expected to grow 18.1% to a 41.6% share of digital ad spending, and direct response should be up 11.2% to a 58.4% share. But by 2017, direct response is expected to command a slim majority (51.5%) of the market, with branding taking 48.5%, a trend accelerated by blurring definitions of tactics, such as considering search a form of branding.

View Full Article in:

eMarketer

Published in Brief:

SmartBrief Job Listings for Media

Job Title Company Location
Director, Industry Initiatives (Digital Video and AdvancedTV)
Interactive Advertising Bureau
New York, NY
Account Executive, West Coast
DeviantART
Los Angeles, CA
Web Developer
Crain's New York Business
New York, NY