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.

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