Attitudes to Internet and New Media Marketing - US - October 2009
With the influx of new media in recent years—from online video and social networking to smartphones—the advertising industry is facing the question of how to most effectively utilize a rapidly expanding set of tools to reach consumers. The economic recession and the adoption of disruptive technologies should make new media more attractive to advertisers, but there is still trepidation in terms of what works, what annoys, and even what offends consumers. In this report, Mintel looks at how the rules of the game are changing as marketers struggle to better reach their targets.
Analysis and insights include:
Reach and impact on consumers by demographic for search, video, banner, text, email, and more media
Evidence that marketers are under-using online video
Why young women are harder to reach than young men, counter to conventional wisdom
Which segments of new media advertising saw spend decline in 2009, and why
Which segments have seen spend more than double in two years, and which will keep growing
How marketers are aiming to increase reach
What are the barriers to more positive perceptions of advertising?
What is the impact of product placement?
How willing are respondents to seek out ads voluntarily? How interested are they in sharing online ads with friends?
Attitudes toward advertainment, branded content, and the role of advertising as part of social media and the Web 2.0 phenomenon
How race and Hispanic origin impact receptiveness to new media advertising
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
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