Brand dollars worldwide are only 4.3% in digital. Those branding dollars will likely continue to be looking for "reach and frequency." A different research company estimates digital to be 22% of total ad spend. The large range may be due to the different allocations by different industries -- CPG brands tend to use more TV for traditional reach, which b2b and big ticket item advertisers will use more digital for performance.

1. Worldwide Brand Ad Spend
As you can see in the chart above,
Nielsen’s figures — which are global
— show that despite the surge of users
on services like Facebook and Twitter,
Internet display ads are still not getting
much of a look in. In the first half of
this year, Internet display ads only
took 4.3% of all spend. In other
words, for ever dollar spent on
advertising by a brand, only 4.3 cents
were online.
Source: Nielsen, Q2 Report
October 22, 2013
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Augustine Fou

2. Worldwide Digital Ad Spend
Source: ZenithOptimedia Sep 2013
In the U.S. — disporportionately the largest single ad market — digital in
2013 will account for 21.8% of all ad spend ($109.7 billion), up from 19%
the year before.
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Augustine Fou