B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
72%
72% -- share of digital ad budgets direct response for Digital advertising (2025)
72% of digital ad budgets go to direct response.
Attribution:
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Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
72%
Unit
Percentage
Data Vintage
2025
Entity
Geography
Global
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
60
Independence
30
Methodology
45
Freshness
95
Source
Interactive Advertising Bureau (IAB)
Primary
Tier B
https://greenfroglabs.com/blog/brand-awareness-campaign ↗
Source Article
A brand awareness campaign is a structured marketing effort designed to increase how many people recognize your brand and what they associate it with. The goal is not immediate sales. It is moving your brand from unknown to familiar within a defined audience.
According to Kantar's 2025 BrandZ Global…
Original Research
Interactive Advertising Bureau (IAB)
· Original study ↗
Methodology
IAB Ad Spend Report
Methodology documented
Segmentation
IndustryAll
RegionGlobal
RoleAll marketers
Channelpaid_ads
Cite this stat
Plain Text
Digital advertising: 72% share of digital ad budgets direct response. Source: Interactive Advertising Bureau (IAB) (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/iab-digital-ad-budget-direct-response-2025
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<blockquote cite="https://lighthousedata.io/data/iab-digital-ad-budget-direct-response-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>72%</strong> -- share of digital ad budgets direct response for Digital advertising<br><small>Source: Interactive Advertising Bureau (IAB) (2025) · <a href="https://lighthousedata.io/data/iab-digital-ad-budget-direct-response-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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