CMO Council: Digital marketers embrace branding

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Palo Alto, Calif.—Digital advertising is becoming a mainstay of brand and awareness advertising, according to a new report from the Chief Marketing Officer Council. The report, “Online Brand Advertising Outlook,” found that 63% of marketers said they will increase their online brand advertising budgets this year, with 20% saying those budgets will grow by 20% or more. However, ROI metrics are still generally lacking: 69% said “improved clarity around the actual return on brand advertising investment” would prompt them to increase spending on online brand advertising even more. The CMO Council's study was based on an online survey of 615 marketers, agency executives and publishing representatives that took place in January and February.
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