![Online Advertising's Ability To Deliver On Branding Promise, June 2014 [CHART]](https://www.marketingcharts.com/wp/wp-content/uploads/2014/06/MillwardBrown-Digital-Branding-Promise-June2014.png "Chart - Online Advertising's Ability To Deliver On Branding Promise")
While almost 60% of digital advertising dollars this year have a direct response objective, per eMarketer, the researcher also expects that by 2017, digital advertising dollars will be almost equally split between branding and direct response objectives. Marketers do indeed indicate a strong shift from direct response to branding, but, as a new study from Millward Brown Digital attests, digital marketers aren’t yet confident that digital is delivering as a branding vehicle.
Millward Brown surveyed 300 digital marketing decision-makers over the age of 25 who work at a Fortune 5000 company or advertising agency in the US, asking them to rate their level of agreement with the statement: “Digital held promise for brand marketers, but for all its promise, it has never delivered as a branding vehicle.” Read the rest at MarketingCharts.
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