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Direct Response Marketing

Mobile, Social See Biggest Digital Ad Spend Bumps; Direct Response Rises

5 Jun, 2013 By: Doug McPherson

NEW YORK – Nearly two-thirds of the 20 major U.S. brands surveyed by the Association of National Advertisers (ANA) in March said they were increasing their investments in mobile advertising, the highest percentage of marketers upping investments in any channel studied. Only 10 percent plan to decrease mobile spending.

Marketers are embracing social advertising, too. More than half (55 percent) of respondents said they were putting more dollars there. No advertisers report decreasing social investments. And about 40 percent are adding more money to video advertising.

TV remains the biggest portion of U.S. marketers’ budgets, at 13 percent on average, the ANA reports. Social media and Internet display each took in 5 percent of digital budgets as of March, and mobile marketing garnered another 3 percent of total spend.

Even as marketers turn to more brand-focused objectives with their digital media, direct response was still more commonly a digital goal than an offline marketing goal. Marketers allocated 60 percent of their offline budget to branding versus 42 percent of their digital budget. Direct response took 32 percent of digital spend versus 20 percent of offline spending.

The growth in the number of social media users and online video viewers is reaching maturity in the United States and has dipped to the single digits, according to eMarketer estimates. Yet mobile Internet is still set to see double-digit user increases during the next two years.

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