Dive Brief:

• A study from Ipsos Reid of 3,000 marketers show that spending might be shifting from traditional media, like print, to more online branded content. 
• In the survey, marketers were asked whether spending would increase, remain constant, or decrease for different mediums. 
• Seventy-four percent of marketers planned to increase online spending with 59%— the largest percentage—replied that branded content spending would increase. 

Dive Insight: 

It's no surprise that spending is transitioning to digital—that's where the market already lies. The lag for some marketers has been a reliable method to market digitally, but the options are aplenty now and will only increase. The predicted increase of spending on branded content is interesting because it has seen such a spike in interest with native advertising.