2013 online advertising performance outlook

This report looks at the further development of digital media from direct response marketing to branding.

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...

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