San Francisco—After several years of advertising focused largely on lead generation and sales, branding is once again set to take center stage, according to a new study by digital media and marketing community Digiday.
According to the company's “Industry Survey: 2012 Brand Advertising Outlook and Best Practice Benchmarks,” 64% of marketers plan to increase their online brand advertising budgets this year, with 22% saying they will increase spending by more than 20%. In contrast, 56% plan to increase their online direct response advertising budgets.
Also, 60% of marketers said they are allocating dollars away from direct response to brand advertising initiatives. Digiday's study is based on an online survey of 4,000 marketers that took place in November and December.