Tuesday, January 17, 2012 - 11:15am
A recent survey of ad execs shows buyers plan to shift their online budgets more towards "brand advertising," and away from "direct response" style ads, in the coming year. 
Inside Radio today reports on a survey by online ad tech company Vizu, where 64% of ad buyers said they'll increase online brand advertising this year. One in five said that increase will top 20%. Sixty percent said the increase in brand advertising will come at the expense of direct response budgets.
Even so, 56% of marketers still expect to increase direct response budgets in 2012 (which shows that the $30 billion a year online ad market is still growing).
Currently, about two-thirds of online ad campaigns are "performance-based" (e.g. "cost-per-click").
“The radio ad marketplace is used to a brand-friendly environment and will demand the same from online audio publishers,” Katz360 president Brian Benedik told Inside Radio. “Over the coming months, we will see larger ad units, video and other customized opportunities for the ad community."
The Interactive Advertising Bureau and webcaster Pandora have already introduced and offer new ad units designed more with brand advertising in mind, offering more screen space, HTML5 technology, video, and more.
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