Marketers say they plan to increase spending on online brand advertising in a new report that comes just weeks before the major digital distributors are preparing to woo Madison Avenue in a series of advertising presentations.
The new 2013 Online Advertising Performance Report, produced jointly by the CMO Council and the Nielsen Co.'s Vizu, a unit that specializes in measuring online ad effectiveness, found that advertisers are changing how they view the medium.
Though they once used online primarily for direct response, marketers who responded to this year's survey said they plan to allocate more of their digital dollars to brand advertising that's used to promote a company, product or service.
Sixty-four percent of marketers said they would boost their online brand advertising budgets this year. One in seven said they planned to increase their use of social media, followed by growing interest in mobile advertising (69%) and video advertising (64%).