Digiday: Online brand ads could surpass search ads

While search advertising seems to be the multibillion-dollar business that just keeps giving, industry stalwarts like Google may want to keep an eye on other avenues of ad growth—at least, if a recent survey of marketers is any indication. A new survey conducted by Digiday found that 60% of marketers’ digital advertising budgets will go towards online branding in 2012, possibly surpassing direct-response ads. The study, which was sponsored by Vizu and surveyed 450 ad executives, found that in comparison, only 56% of marketers plan to increase their online direct-response ad budgets, and just 15% will do so by more than 20%. Forbes’ Robert Hof noted that a couple of caveats with the results include the fact that Vizu is an ad tech service that touts its ability to give markets “brand lift,” and its CEO said the estimates are “optimistic.” Nevertheless, Hof noted, the survey is “one more indication that, thanks to the success of new online ad channels such as Facebook, YouTube, and mobile phones, 2012 could be a year in which online advertising becomes a much more mainstream activity for brand advertisers for which TV remains far and away the medium of choice.”

• Look Out, Google: Online Brand Ad Spending May Pass Search in 2012 (Forbes)
  
• Digital To Get Bigger Slice Of Ad Budget Pie (MediaPost)
  
• Study shows 60% of marketers want more online branding (VatorNews)
  
• Digital Brand Advertising to Pass DR in 2012 (Digiday release)