Online ad spend for marketers is on the rise, according to a February 2013 survey, fielded by CMO Council and developed by Vizu. The study found that marketers are moving to a mix of brand focused ad spending initiatives in addition to direct response. Per the research published by eMarketer, the tactics have the following breakdown: social media 70%, mobile 69%, and video 64%.
This year, US advertisers will spend $17.46 billion on branding, or 41.6% of total digital spend. By 2017, branding will grow to $29.33 billion, or a 48.5% share.