Electronics Brands Flock to Direct Response

Share this article:

A market share grab for smartphones and tablets has computer and electronics marketers devoting half of their digital ad dollars to direct-sales vehicles.

Electronics Brands Flock to Direct Response
Mobile and direct-response pick up in electonics ads.

Digital advertising spending on the part of marketers of consumer electronics and computing companies will hit $3.8 billion this year, and 54% of their spends will be devoted to direct-response vehicles, according to eMarketer's recently released 2014 Digital Ad Spending Benchmarks report.

That projection, as well as one that has these companies devoting a third of their spending to the mobile channel, is based on stiff competition for smartphone and tablet sales, the report says. The direct marketing focus industry-wide is also fueled by increased spending among B2B players as IT departments shift infrastructure to the cloud.

Advertisers in this space are steadily upping their mobile investments to maintain a presence in the medium where they see customers spending most of their time, according to the report, which quotes a Millennial Media study that showed worldwide mobile spending in the tech sector increasing by 132% in Q3 2013 alone.

Emarketer forecasts steady double-digit increases in digital advertising for the vertical and predicts its spend will surpass $6 billion by 2018.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

One Third of Americans' Social Media Time Is Spent on Facebook

One Third of Americans' Social Media Time Is ...

Pandora, meanwhile, attracts more user time but far fewer digital advertisng dollars, says a study.

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

Robert Thomson warns the EU that an antitrust deal with Google will lead to a decrease in competitive options for marketers and an increase in piracy.

Video's Going Programmatic, New Study Contends

Video's Going Programmatic, New Study Contends

Some 60% of brands now buy online video programmatically, according to a study from AOL's Adap.TV.