Spending on digital marketing in the U.S. and Britain grew by 44 percent last year to $52 billion, and global spending on digital marketing is estimated to approach $100 billion. These figures, reported by Reuters, have been released in a recent study conducted by Moore Stephens, a U.K.-based accountancy firm. The Moore Stephens survey covered 800 companies in North America, the Asia-Pacific region and Europe. Digital marketing allows brands to reach consumers directly via social media, search-engine optimization or voice-activated assistants. Placing online ads through intermediaries can jeopardize brand safety when commercials are displayed next to unsuitable online content, and digital marketing bypasses this risk. The author of the study, Damian Ryan, also said that brands do not like to trust agencies with data.

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