Online branding to increase 50% y-o-y, experts say

Executives in media sales jobs should be aware that online branding is expected to increase 50 per cent year-on-year, experts have claimed.

This will coincide with overall growth of five per cent in all advertising in 2012, according to new figures from Deloitte.

The group believes total advertising and overall web advertising will grow at a slower pace than online branding, which is due to amount to $20 billion (£12.8 billion) this year.

Deloitte said this expansion in online branding, defined as banner ads, social media, video and other outlets, would happen as “marketers realise and invest in online advertising’s ability to build long-term value for brands”.

One reason for the shift in advertising trends is the development of new tools that enable ad buyers to have increased control over their placement, Deloitte said.

It explained: “In the past, major consumer brands worried that a traditional display ad buyer might end up advertising their product or brand on an unsavoury website.”

Recent figures from econsultancy.com revealed 90 per cent of business to business marketers use content to drive their campaigns.

Posted by Steve Williams

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