2013 online advertising performance outlook

Executive summary

Over the past several years, digital media has continued to develop as a branding medium, growing beyond its roots as a channel of interest solely to direct response marketers. As can be seen in this year's "Online Brand Advertising Outlook" report, branding in the online medium appears to have come of age, with projected spending for online brand advertising in 2013 rivaling that for direct response and growth projections for branding exceeding those of its performance-based sibling.

Looking ahead, two key dynamics bode well for a continuation of this trend while another has the potential to slow or even reverse it. Specifically, as consumers' media consumption continues to migrate toward digital channels—whether online, tablet, mobile or connected TV—brand marketers (and their advertising dollars) will need to follow them there. In addition, as advertising formats in these channels evolve to provide richer experiences, they will naturally attract more brand advertisers; as television has shown, formats that include "sight, sound and motion" are well-suited to influencing consumer opinion.