Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Advertising: Mobile, TV and Internet - US - July 2016

"The advertising landscape is more complex than ever as consumers now relate to ads across television, online, and mobile platforms. Consumers can be influenced by marketing messages, but only if the message is received over the most strategic platform."

- Billy Hulkower, Senior Technology Analyst

This report looks at the following areas:

  • Large segment of consumers unfazed by advertisements 
  • More-affluent consumers not interested, despite seeing more ads
  • Many consumers view mobile ads negatively 

For the purposes of this Report, Mintel has used the following definitions:

  • Mintel defines television ads as those seen via broadcast, on DVR after broadcast, and those seen while watching video-on-demand content from satellite, cable, and telco subscription services, even if these ads are seen on a smartphone, tablet, or computer.
  • Online video ads are those seen while watching programming from a website or app not affiliated with a television service subscription, and includes ads that occur before, during, or after content seen through these formats, including overlays.
  • Mobile and online advertising includes banner ads, ads embedded in videos, apps, games, ads played between songs on internet radio stations, paid search results, insertions in social network and news portal feeds, promoted tweets, and sponsored texts and email.
  • Radio and internet radio ads are not the primary subject of the report but are discussed in the report to provide a comparative basis for other media forms explored in the report.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Large segment of consumers unfazed by advertisements
            • Figure 1: Types of advertising that drives interest - none, by age group, May 2016
          • More-affluent consumers not interested, despite seeing more ads
            • Figure 2: Types of advertising that drive interest, by household income, May 2016
          • Many consumers view mobile ads negatively
            • Figure 3: Attitudes toward mobile ads, May 2016
          • The opportunities
            • Online ads can influence targeted markets, especially younger men
              • Figure 4: Attitudes toward mobile ads, by gender and age, May 2016
            • One quarter click on native ads to learn more
              • Figure 5: Native ads, by Hispanic origin, May 2016
            • When ads come on TV, nearly half of consumers stay tuned in
              • Figure 6: Response to TV ads, May 2016
            • What it means
            • The Market – What You Need to Know

              • Online advertising set to exceed TV advertising
                • Large segment of consumers unfazed by advertisements
                  • Streaming gains popularity to some decline in pay TV
                  • Market Size and Forecast

                    • Total online advertising set to exceed television advertising
                      • Figure 7: Total US mobile advertising revenues and fan chart forecast, at current prices, 2011-21
                      • Figure 8: Total US online* advertising revenues and fan chart forecast, at current prices, 2011-21
                      • Figure 9: Total US television advertising revenues and forecast, at current prices, 2011-21
                  • Market Perspective

                    • Large segment of consumers unfazed by advertisements
                      • Figure 10: Types of advertising that drive interest - none, by age, May 2016
                  • Market Factors

                    • Streaming gains popularity to some decline in pay TV
                      • Figure 11: US residential pay TV subscriptions, 2011-16
                    • Broadband growth slows, potentially limiting access to large ads
                      • Figure 12: US residential broadband subscriptions, 2012-15
                    • Mobile phone growth slowing down
                      • Figure 13: Total US volume sales and fan chart forecast for smartphones, 2010-20
                  • Key Players – What You Need to Know

                    • TV ads continue to have greatest impact
                      • Ads in mobile games and apps yet to reach wide audience
                        • TV advertisers adjusting to change with native content
                        • What’s Working?

                          • Good, old-fashioned TV ads reaching widest market
                            • Figure 14: Types of advertising that drive interest, television ads, by select demographics, May 2016
                          • TV ads tap into humor and heart for most effectiveness
                            • Figure 15: Microsoft Ad, march 2016
                            • Figure 16: Heinz Ad, January 2016
                            • Figure 17: Apple Ad, March 2016
                        • What’s Struggling?

                          • Ads in mobile games and apps yet to reach wide audience
                            • Figure 18: Types of advertising that drive interest, ad in mobile game and mobile app, by select demographics, May 2016
                        • What’s Next?

                          • TV advertisers adjusting to change with native content
                            • Brands partner with providers to offer native content
                              • Figure 19: Empire Music Video, “Good Enough,” April 2016
                          • The Consumer – What You Need to Know

                            • Television ads most commonly seen
                              • Online ads can influence targeted markets, especially younger men
                                • Viewers tolerant of 15 seconds or less before online ads
                                  • Many consumers view mobile ads negatively
                                    • One quarter click on native ads to learn more
                                    • Reach/Frequency of Ads

                                      • Television ads seen by all
                                        • Figure 20: Reach/frequency of advertising, any frequency and monthly, May 2016
                                      • Men seeing many ads daily
                                        • Figure 21: Reach/frequency of advertising - daily, by gender, May 2016
                                      • New media ads regularly seen by Millennials
                                        • Figure 22: Reach/frequency of advertising, at least monthly, by generation, May 2016
                                      • More-affluent consumers seeing more ads, but are they effective?
                                        • Figure 23: Reach/frequency of advertising, at least monthly, by household income, May 2016
                                      • New media ad channels reach Hispanics
                                        • Figure 24: Reach/frequency of advertising - monthly, by race/Hispanic origin, May 2016
                                      • In their words
                                      • Comparison in Driving Interest from Ads

                                        • Television ads driving most overall interest by far
                                          • Figure 25: Types of advertising that drive interest, May 2016
                                        • TV ads influence older adults, men 18-34 respond to online and social
                                          • Figure 26: Types of advertising that drive interest, by gender and age, May 2016
                                        • More affluent no more likely to be interested, despite seeing more ads
                                          • Figure 27: Types of advertising that drive interest, by household income, May 2016
                                        • Hispanics far more likely to be influenced by social media and video ads
                                          • Figure 28: Types of advertising that drive interest, by race/Hispanic origin, May 2016
                                        • In their words
                                        • Patience with Online Video Ads

                                          • Viewers tolerant of 15 seconds or less before online ads
                                            • Figure 29: Patience with online video ads, May 2016
                                          • Millennials and Baby Boomers more receptive to longer ads
                                            • Figure 30: Patience with online video ads, by generation, May 2016
                                          • Opportunity to reach parents with video ads
                                            • Figure 31: Patience with online video ads, by parental status of children in household, May 2016
                                          • Many Hispanics willing to watch ads for 15 seconds before video
                                            • Figure 32: Patience with online video ads, by Hispanic origin, May 2016
                                          • In their words
                                          • Attitudes toward Advertising

                                            • In their words
                                            • Attitudes toward Mobile Ads

                                              • Many consumers view mobile ads negatively
                                                • Figure 33: Attitudes toward mobile ads, May 2016
                                              • Men age 18-44 responding to mobile ads
                                                • Figure 34: Attitudes toward mobile ads, by gender and age, May 2016
                                              • After seeing mobile ads, parents four times as likely to buy
                                                • Figure 35: Attitudes toward mobile ads, by parental status of children in household, May 2016
                                              • Hispanics more likely to respond to mobile ads
                                                • Figure 36: Attitudes toward mobile ads, by Hispanic origin, May 2016
                                            • Attitudes toward Native Ads

                                              • One quarter click on native ads to learn more
                                                • Figure 37: Native ads, May 2016
                                              • Opportunity to reach men 18-44 with native ads
                                                • Figure 38: Native ads, by gender and age, May 2016
                                              • Oldest and youngest both try to ignore native ads
                                                • Figure 39: Native ads, by age, May 2016
                                              • More-affluent consumers using ad blockers
                                                • Figure 40: Native ads, by household income, May 2016
                                              • Hispanics sharing native ads with friends
                                                • Figure 41: Native ads, by Hispanic origin, May 2016
                                              • In their words
                                              • Response to TV ads

                                                • When ads come on TV, nearly half of consumers stay tuned in
                                                  • Figure 42: Response to TV ads, May 2016
                                                • Majority of men under 44 watching TV ads
                                                  • Figure 43: Response to TV ads – Watch the ad, by gender and age, May 2016
                                                • Younger audience watching TV while using other devices
                                                  • Figure 44: Response to TV ads – Do activities on another device, by age, May 2016
                                                • Dads tuning-in to TV ads
                                                  • Figure 45: Response to TV ads – Watch the ad, by parental status of children in the household, May 2016
                                                • Black consumers more likely to watch the ad
                                                  • Figure 46: Response to TV ads, by race/Hispanic origin, May 2016
                                              • Appendix – Data Sources and Abbreviations

                                                • Data sources
                                                  • Sales data
                                                    • Fan chart forecast
                                                      • Consumer survey data
                                                        • Consumer qualitative research
                                                          • Abbreviations and terms
                                                            • Abbreviations
                                                              • Terms
                                                              • Appendix – Market

                                                                  • Figure 47: Total US mobile advertising revenues and forecast, at current prices, 2011-21
                                                                  • Figure 48: Total US mobile advertising revenues and forecast, at inflation-adjusted prices, 2011-21
                                                                  • Figure 49: Total US online* advertising revenues and forecast, at current prices, 2011-21
                                                                  • Figure 50: Total US online* advertising revenues and forecast, at inflation-adjusted prices, 2011-21
                                                                  • Figure 51: Total US television advertising revenues and forecast, at current prices, 2011-21
                                                                  • Figure 52: Total US television advertising revenues and forecast, at inflation-adjusted prices, 2011-21

                                                              Companies Covered

                                                              To learn more about the companies covered in this report please contact us.

                                                              Advertising: Mobile, TV and Internet - US - July 2016

                                                              £3,199.84 (Excl.Tax)