Branding grows as online advertising objective | eMarketer

September 22, 2010

While online advertising has been primarily a direct-response-focused space, brand-focused spending is growing, according to a new report by eMarketer. By 2014, nearly 42% of online ad dollars in the U.S. will be spent on branding, compared with just 35.7% this year. "Many of the largest advertisers have shown little interest in the Internet ads often most suited to branding," said David Hallerman, eMarketer senior analyst and author of the new report "Brand Marketing Online: Paid, Owned, Earned." "But that trend is changing -- and with it the spending focus of many brand marketers." To read more about the eMarketer report, "Brand Marketing Online: Paid, Owned, Earned," click here.