In 2013, eMarketer also did a deeper-dive analysis of digital ad spending to determine how much marketers in each industry were investing in tactics primarily focused on obtaining sales or leads (that is, direct response) compared with those designed to drive favorable opinion about a brand. Spending by some verticals—including travel and retail—skewed much more heavily toward direct-response advertising. Others—such as consumer packaged goods—remained more focused on branding. Read the rest at eMarketer.
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