This year marks a decided shift to online advertising, new data shows. Advertisers are looking at bigger budgets, sounder metrics, and an emphatic focus on brand advertising.
According to the 2013 Online Advertising Performance Outlook, a report produced jointly by Vizu, a Nielsen company, and the CMO Council, advertisers are changing how they view the online medium. "Long the bastion for direct response, marketers are now embracing online for branding purposes aimed at shifting consumer perception," Nielsen says.
Sixty-three percent of marketers project that the dollars allocated to online brand advertising will grow in 2013, and one in five believes the increase will exceed 20 percent.
While brand marketers are projecting overall growth in brand ad spending in 2013, they are also predicting their spending in particular digital channels will grow faster than others. Nearly three-quarters (70%) of brand marketers plan to increase their use of social media in 2013, followed closely by mobile advertising (69%) and video advertising (64%). Ad agencies are also projecting growth in mobile advertising (81%) and video advertising (73 percent), and social (57%).
These numbers are all up from 2012 projections, according to Nielsen.
"There’s no doubt that digital advertising is on the rise as more advertisers and agencies begin to understand and accept the opportunities the medium brings," says Nielsen. "How they use digital, however, will continue to evolve.