Few Digital Marketers Feel That Digital Has Delivered As A Branding Vehicle

While almost 60% of digital advertising dollars this year have a direct response objective, per eMarketer, the researcher also expects that by 2017, digital advertising dollars will be almost equally split between branding and direct response objectives. Marketers do indeed indicate a strong shift from direct response to branding, but, as a new study from Millward Brown Digital attests, digital marketers aren’t yet confident that digital is delivering as a branding vehicle. (more…)