Digital advertising continues to grow as marketers follow fragmenting audiences across screens. Within the digital medium, which has traditionally been dominated by direct response advertising, brand marketing growth is now outpacing direct response.
This shift points to a more screen-agnostic approach to advertising. Instead of digital or TV-specific campaigns, marketers view each screen as an equal opportunity to reach their consumers with advertising that resonates with them and drives a desired reaction. This screen-agnostic approach also fuels marketers' continuing need for more brand-relevant metrics that go across screens in a world where agencies and media owners continue to offer digital-only mesaures of success.