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Internet Ads: Search, Display and Video - US - May 2015

"Online advertising revenue is expected to reach nearly $80 billion by 2019. Search and video have historically driven the market, but consumers are increasingly ambivalent about advertising and protective of their privacy. This report provides guidance for brands and advertisers in engaging consumers as they become skeptical of marketing claims and increasingly avoid ads."

- Bryant Harland, Technology and Media Analyst

This report discusses the following key topics:

  • How consumers respond to online advertising
  • How consumers feel about video, search, animated, and static ads

Consumers are clearly aware of the fact that their data is valuable. Advertisers hoping to engage an increasingly tech savvy audience will need to build trust or risk an increasing number of users who block ads altogether. Personalization is a potential solution to better engagement, especially if advertisers can give consumers a sense of independence in regard to how they interact with online advertising.

As the technology driving personalization becomes more sophisticated, advertisers will also need to be conscious of consumer privacy due to pressure from both legislators and an increasingly privacy-aware population. Ultimately, the balance of power is shifting in favor of giving consumers more control over how and when they view ad content online.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Figure 1: Total US revenue and fan chart forecast from internet search, banner display, and online video ads, at current prices, 2009-19
        • The issues
          • How consumers respond to online advertising
            • Figure 2: Actions taken in response to ads, January 2015
          • How consumers feel about video, search, animated, and static ads
            • Figure 3: Receptiveness to advertising by type, January 2015
          • Consumers and online privacy
            • Figure 4: Opinions regarding online ads – Any agree, January 2015
          • The opportunities
            • The importance of integrated marketing
              • Figure 5: Actions taken in response to ads, January 2015
            • Balance engagement and disruption
              • Figure 6: Usage and viewing of online ads, January 2015
            • Many consumers are interested in personalized ad content
              • Figure 7: Opinions regarding online ads – Any agree, January, 2015
            • What it means
            • The Market – What You Need to Know

              • Search and video ads will push the market
                • Banner ads struggle to maintain momentum
                • Market Size and Forecast

                  • Online advertising revenue to reach $79.6 billion
                    • Figure 8: Total US revenue and fan chart forecast from internet search, banner display, and online video ads, at current prices, 2009-19
                    • Figure 9: Total US revenues from internet search, banner display, and online video ads, at current prices, 2009-19
                • Market Breakdown

                  • Search among the fastest growing segments
                    • Figure 10: US revenue and fan chart forecast of internet search ads, at current prices, 2009-19
                  • Banner advertising overshadowed by other ad formats
                    • Figure 11: US revenue and fan chart forecast of internet banner ads, at current prices, 2009-19
                  • Online video ad revenue to almost double by 2019
                    • Figure 12: US revenue and fan chart forecast of online video ads, at current prices, 2009-19
                  • Mobile to represent a growing share of all digital ads
                    • Figure 13: US revenue and fan chart forecast of mobile ads, at current prices, 2009-19
                • Market Factors

                  • The push for ad viewability standards
                    • Broadband speeds continue to increase
                    • Key Players – What You Need to Know

                      • Search shows positive appeal
                        • Pressure builds around online video
                          • Consumers and regulators will expect transparency
                          • What’s Working?

                            • Search is the best received among consumers
                              • Figure 14: Receptiveness to advertising by type, January 2015
                          • What’s Struggling?

                            • Consumers ambivalent about video
                            • What’s Next?

                              • Behavioral targeting will get smarter
                                • FTC raising the bar on online privacy and disclosure practices
                                  • Mobile will be the next frontier for video
                                  • The Consumer – What You Need to Know

                                    • Consumer reactions to advertising
                                      • Challenges: Active avoidance and indifference
                                        • What consumers want from their ads
                                        • Online Research Habits and Categories Researched

                                          • Top categories researched online
                                            • Figure 15: Products and services researched online, January 2015
                                          • Frequency of online research
                                            • Figure 16: Number of products or services researched online, January 2015
                                          • Frequent researchers likely to contact brands
                                            • Figure 17: Actions taken in response to ads, by number of products or services researched online, January 2015
                                        • Role of Internet Advertising in Research

                                          • Consumers divided in using ads for research
                                            • Figure 18: Use of advertising in research, by age, January 2015
                                          • Consumers consider ads in research without realizing it
                                            • Figure 19: Use of advertising in research, by actions taken in response to advertising, January 2015
                                          • Online ads: Interaction with brands versus independent research
                                            • Figure 20: Actions taken in response to ads, by use of advertising in research, January 2015
                                          • Top five actions taken after seeing online ads
                                            • Figure 21: Actions taken in response to ads, by gender and age, January 2015
                                          • Response to online ads, by Hispanic origin
                                            • Figure 22: Actions taken in response to ads, by Hispanic origin, January 2015
                                        • Online Advertising Viewing Habits

                                          • Ad blocking software usage
                                            • Figure 23: Usage and viewing of online ads, by age, January 2015
                                          • Opportunity: Allow consumers to customize the ads they see
                                            • Figure 24: Usage and viewing of online ads – interest in ad customization, by actions taken in response to ads, January 2015
                                          • Ads used for product discovery
                                            • Figure 25: Usage and viewing of online ads, by actions taken in response to ads, January 2015
                                        • Perceptions of Various Ad Formats

                                          • Consumers favor search
                                            • Figure 26: Receptiveness to advertising by type – Positive, by gender and age, January 2015
                                          • Blacks receptive to social ads and online video
                                            • Figure 27: Receptiveness to advertising by type – Positive, by race, January 2015
                                        • Opinions Regarding Online Advertising

                                          • Consumers’ concerns over privacy
                                            • Figure 28: Opinions regarding online ads - Any agree, by age, January 2015
                                          • Active ad avoidance: More than one-third of consumers willing to pay for ad-free services
                                            • Figure 29: Opinions regarding online ads - Any agree, by household income, January 2015
                                        • Cluster Analysis

                                            • Figure 30: Target clusters, January 2015
                                          • Digitally engaged
                                            • Characteristics
                                              • Opportunities
                                                • Conflicted researchers
                                                  • Characteristics
                                                    • Opportunities
                                                      • Active avoiders
                                                        • Characteristics
                                                          • Opportunities
                                                            • Deal hunters
                                                              • Characteristics
                                                                • Opportunities
                                                                • Appendix – Data Sources and Abbreviations

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

                                                                                  • Total online advertising market
                                                                                    • Figure 31: Total US revenues from internet search, banner display, and online video ads, at inflation-adjusted prices, 2009-19
                                                                                  • Internet search advertising
                                                                                    • Figure 32: Total US revenues from internet search advertising, at current prices, 2009-19
                                                                                    • Figure 33: Total US revenues from internet search advertising, at inflation-adjusted prices, 2009-19
                                                                                  • Online banner advertising
                                                                                    • Figure 34: Total US sales and forecast of online banner advertising, at current prices, 2009-19
                                                                                    • Figure 35: Total US sales and forecast of online banner advertising, at inflation-adjusted prices, 2009-19
                                                                                  • Online video advertising
                                                                                    • Figure 36: Total US sales and forecast of online video advertising, at current prices, 2009-19
                                                                                    • Figure 37: Total US sales and forecast of online video advertising, at inflation-adjusted prices, 2009-19
                                                                                  • Mobile advertising
                                                                                    • Figure 38: Total US sales and forecast of mobile advertising, at current prices, 2009-19
                                                                                    • Figure 39: Total US sales and forecast of mobile advertising, at inflation-adjusted prices, 2009-19

                                                                                Companies Covered

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                                                                                Internet Ads: Search, Display and Video - US - May 2015

                                                                                US $3,995.00 (Excl.Tax)