Electronics Brands Flock to Direct Response

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

Mobile and direct-response pick up in electonics ads.
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.

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