©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Since its inception, and even in recessionary times, Internet advertising has grown every year but one. Primarily, this growth has been driven by direct-response advertising. Brand advertising has stubbornly resisted the medium’s allure. Into 2012, however, digital brand advertising appears poised to take the lead, with marketers responding to our State of the Industry Survey predicting that brand advertising will represent nearly 60 percent of their digital spend in the coming year.