63% of Advertisers Say Brand Marketing Spending Will Increase in 2013

A recent Nielsen study has found that 63 percent of brand advertisers expect more money to be spent on brand marketing in 2013.

One in five advertisers reported that spending would exceed 20 percent this year. Advertisers say that much of that spending will go to increased usage of social media, mobile advertising, and social media.

Nielsen’s study found that 70 percent of brand marketers will increase their usage of social media in 2013. About 69 percent also said they would use more mobile advertising this year, while an additional 64 percent said they would be increasing their usage of video advertising.

In comparison, study participants say they will not be increasing usage of rich media, standard display, and connected TV advertising.

About 50 percent of particpants reported their rich media advertising would stay the same in 2013. For standard display advertising, 48 percent said they would be keeping their usage the same over the next 12 months.

The only category shown to have very little usage in 2013 is connected TV advertising. According to the report, 67 percent of marketers said they would not be using connected TV advertising in 2013.

On the other side of the spectrum, 51 percent of advertisers said they would be increasing their direct response marketing spending in 2013. One in four advertisers reported that direct response marketing spending will increase by over 20 percent this year.

Direct response marketers said they would be increasing their usage of mobile advertising at an 81 percent clip. Another 73 percent said they would be increasing their usage of video advertising this year. About 57 percent also said they would be using social media more often in 2013.

Statistics for the study come from a joint report from Nielsen subsidiary Vizu and the CMO council. The study fielded surveys from 287 senior brand leaders, 176 agency executives, and 152 publishing representatives. Surveys were received during January and February of this year.

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