Branding Grows as Online Ad Objective

While online advertising has been primarily a direct-response-focused space, brand-focused spending is growing, according to a new report by eMarketer.

"Many of the largest advertisers have shown little interest in the internet ads often most suited to branding," said David Hallerman, eMarketer senior analyst. "But that trend is changing -- and with it the spending focus of many brand marketers."

By 2014 nearly 42 percent of online ad dollars in the U.S. will be spent on branding, compared to just 35.7 percent today, the firm reported.

"Some of today's greatest success stories in online branding blend ingredients from three kinds of marketing media: paid, owned and earned," Hallerman said. However, "marketers must learn to construct campaigns that rely on all three types of media to engage with consumers and amplify brand messages. Paid, owned and earned media all contribute to the whole and to one another."