61% of Marketers Moving Online Dollars From Direct Response to Brand Advertising

Marketers plan to split their online advertising between direct response and brand advertising initiatives, with 18% of marketers focused on each, and the remaining 64% employing a mix, according to [download page] results from the “2013 Online Advertising Performance Outlook,” a survey fielded by the CMO Council, with findings developed by Vizu. But those advertising dollars look like they’re shifting from direct response to branding initiatives: 61% said they are re-allocating budgets away from direct response to brand advertising initiatives. (more…)