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Internet Advertising: Search and Banner - US - April 2013

“Advertisers are having a hard time—TV commercials can be DVRd, searches skipped, banner ads ignored or blocked—as consumers gain increasing control of ad viewership. A consistent response to these problems is to aim to make ads harder to ignore, but this typically also makes ads harder to bear. Civility, and the aim to interact solely with those who want engagement, will ultimately serve all parties (seller, buyer, and consumer) best.”

– Billy Hulkower, Senior Technology Analyst

Some questions answered in this report include:

  • Can increasing internet access be bad for ad sales?
  • Can increasing online shopping be bad for ad buyers and sellers?
  • Is advertising a 20th century phenomenon?

As internet delivery of media becomes the norm rather than the exception for films, movies, games, radio, and journalism, the role of internet advertising will continue to shift from a focus on retailer sales online to preservation and creation of brand equity.

Further driving expected increases in online ad sales is the increasing efficacy of online ads, with a higher percentage of consumers reporting that these ads result in an online or offline purchase. Yet perhaps the most central driver for increased online ad sales is the extent to which consumers are turning to the internet for product research. How often consumers conduct research and their methods of research are among the main topics of this report.

In spite of rapid growth, numerous challenges face the industry, including the challenges inherent for ad buyers in switching from demographic targeting to behavioral advertising, as well as the promise and problems for media companies selling ads to brands that may still feel insecure about the value of internet advertising altogether. This report focuses on how ad sellers can effectively market to brands, as well as how brands can best utilize the online space to appeal to consumers.

It covers advertising through the following channels: banner, search, and rich media. Advertising through social networks, online video, and email are not the primary subjects of the report but are discussed as part of the competitive context for search and display ads. Consumer data for this report cover adult usage and attitudes only.

 

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer data
              • Abbreviations and terms
                • Abbreviations
                • Executive Summary

                    • The market
                      • Internet access, online shopping and research propel growth
                        • Figure 1: Fan chart forecast of U.S. search and banner ad sales, 2007-17
                      • Search leads and keeps gaining
                        • Rising tide for internet ads lifts all ships
                          • Figure 2: U.S. online advertising spend: Search and banner vs. other internet spend, 2012
                        • Market factors
                          • Access to Wi-Fi rising
                            • Figure 3: Internet access, by age, August 2011-March 2012
                          • Internet access shifting to mobile devices
                            • Figure 4: Household desktop and laptop ownership, January 2011 and August 2012
                          • PC ownership nearly universal in higher-income groups
                            • Trust in online shopping rising
                              • Figure 5: Attitudes and opinions about the internet, February 2010-August 2012
                            • The consumer
                              • Frequency of research and wider influence of ads
                                • Figure 6: Incidence of conducting online research for purchases in past week, by parental status, November 2012
                              • Ads result in purchase for minority
                                • Figure 7: Response to internet advertising, by type of ad, February 2010-August 2012
                              • Banner shows efficacy beyond immediate purchase
                                • Figure 8: Attitudes toward banner ads, November 2012
                              • Tackling the frequent researcher a clear behavioral objective
                                • Figure 9: Response to banner ads, by number of items researched online in past week, November 2012
                              • Intermittent purchases most likely to be researched
                                • Figure 10: Categories researched online in past six months, November 2012
                              • Half for Amazon and Google, a third for Walmart and eBay
                                • Figure 11: Leading activities in most recent online product research session, November 2012
                              • Younger researchers more thorough
                                • Figure 12: Number of web activities conducted in most recent online research session, by age, November 2012
                              • Web activity favored by young and high-income consumers
                                • Quick access to mass market readily available on leading sites
                                  • Figure 13: Top 10 websites visited in past 30 days, August 2012
                                • Asians clear leaders in online research
                                  • What we think
                                  • Issues in the Market

                                      • Can increasing internet access be bad for ad sales?
                                        • Figure 14: Wi-fFi and home network access, July 2009-March 2012
                                      • Can increasing online shopping be bad for ad buyers and sellers?
                                        • Is advertising a 20th century phenomenon?
                                        • Insights and Opportunities

                                          • Beyond immediate purchase
                                              • Figure 15: Value seen in online ads, by age, November 2012
                                            • Reaching the young and affluent
                                              • Figure 16: Time spent online on activities other than email at home and work, by household income, January-August 2012
                                              • Figure 17: Time spent online on activities other than email at home and work, by age, January-August 2012
                                            • Increasing the regularity of online purchasing
                                              • Figure 18: Any online shopping in the past month, and past year, by age, household income, and parents of children in the household, January-August 2012
                                          • Trend Application

                                              • Trend: Buydeology
                                                • Trend: The Unfairer Sex
                                                  • Mintel Futures: Old Gold
                                                    • Figure 19: Products, activities, and services researched online in past six months, by age, November 2012
                                                    • Figure 20: Selected websites visited in past 30 days, by age, January-August 2012
                                                • Market Size and Forecast

                                                  • Key points
                                                    • Rapid growth
                                                      • Figure 21: U.S. total search and banner ad sales, at current prices, 2007-17
                                                      • Figure 22: U.S. total search and banner ad sales, at inflation-adjusted prices, 2007-17
                                                    • Rising tide for internet ads lifts all ships
                                                      • Figure 23: U.S. online advertising spend: search and banner vs. all other internet spend, 2010 and 2012
                                                    • Fan chart forecast
                                                        • Figure 24: Fan chart forecast of U.S. search and banner ad sales, 2007-17
                                                    • Market Segmentation

                                                      • Key points
                                                        • Search leads and keeps gaining
                                                          • Figure 25: U.S. online advertising spend: search vs. banner, 2010 and 2012
                                                        • Search goes new places with Facebook and Siri
                                                          • Figure 26: U.S. search ad sales, at current prices, 2007-17
                                                        • Banner growth to be driven by inflow from traditional media
                                                          • Figure 27: U.S. banner ad sales, at current prices, 2007-17
                                                      • Innovations and Innovators

                                                        • Facebook makes search social
                                                          • Ad Options gives consumers control over behavioral advertising
                                                            • Figure 28: Ad Options Icon
                                                          • Kibbles ’n Bits gets interactive
                                                            • Stride’s addictive game drives extended engagement with banner ad
                                                              • Figure 29: Stride’s “ridiculously long lasting” banner ad game, 2011
                                                            • BMW serves World’s Longest Banner Ad
                                                              • Figure 30: BMW “World’s longest banner ad,” 2011
                                                            • Homeless banner ads taken up in storm
                                                              • Figure 31: Changing color in Stadsmission banner ads
                                                            • Interactive banners allow viewers to fly away for the weekend
                                                              • Figure 32: SAS banner ad
                                                          • Market Drivers

                                                            • Key points
                                                              • PC penetration at a standstill
                                                                • Figure 33: Household desktop and laptop ownership, January 2011 and August 2012
                                                              • Home and work internet access continues to rise
                                                                • Figure 34: Location of internet usage, February 2009-August 2012
                                                                • Figure 35: Hours spent online at home in past seven days, February 2009-August 2012
                                                              • Impact of age on internet usage
                                                                • Figure 36: Locations of internet usage, by age, January-August 2012
                                                                • Figure 37: Time spent online at home in the last seven days, by age, January-August 2012
                                                              • Impact of household income on internet usage
                                                                • Figure 38: Locations of internet usage, by household income, January-August 2012
                                                                • Figure 39: Time spent online at home in the last seven days, by household income, January-August 2012
                                                                • Figure 40: Time spent online at work in the last seven days, by household income, January-August 2012
                                                              • Web destroying competing media
                                                                • Figure 41: Impact of internet on other media usage, February 2009-March 2012
                                                              • Online shopping picking up converts
                                                                • Figure 42: Online shopping past year vs. the past month, February 2009-August 2012
                                                                • Figure 43: Attitudes and opinions about the internet, February 20010-August 2012
                                                                • Figure 44: Online shopping in past year compared to past month, by demographic, January-August 2012
                                                            • Frequency of Online Research

                                                              • Key points
                                                                • Weekly online research for products conducted by vast majority
                                                                  • Figure 45: Number of potential purchases researched online in past week, by age, November 2012
                                                                  • Figure 46: Impact of internet on lifestyle, February 2009-March 2012
                                                                • Homing in on moms
                                                                  • Figure 47: Number of potential purchases researched online in past week, by gender and parental status, November 2012
                                                              • Categories Researched

                                                                • Key points
                                                                  • Electronics, fashion, travel merit heaviest online spends
                                                                    • Figure 48: Products, activities, and services researched online in the past six months, by gender, November 2012
                                                                    • Figure 49: Products, activities, and services researched online in the past six months, by age, November 2012
                                                                • Online Research Activities

                                                                  • Key points
                                                                    • Amazon, Google top stops
                                                                      • Figure 50: Use of search and reviews in most recent online research session, by age, November 2012
                                                                      • Figure 51: Use of search and reviews in most recent online research session, by household income, November 2012
                                                                      • Figure 52: Use of search and reviews in most recent online research session, by number of items researched online in past week, November 2012
                                                                      • Figure 53: Interaction with ads, brands, and social media in most recent online research session, by number of items researched online in past week, November 2012
                                                                      • Figure 54: Interaction with ads, brands, and social media in most recent online research session, by age, November 2012
                                                                    • Google retains dominance in search
                                                                      • Figure 55: Search engine usage, by age, January-August 2012
                                                                      • Figure 56: Search engine usage, by household income, January-August 2012
                                                                  • Websites and Web Activities

                                                                    • Key points
                                                                      • Quick access to mass market readily available on leading sites
                                                                        • Figure 57: Websites visited in past 30 days, February 2009-August 2012
                                                                        • Figure 58: Websites visited in past 30 days, by age, January-August 2012
                                                                        • Figure 59: Websites visited in past 30 days, by household income, January-August 2012
                                                                      • Entertainment for the young, medical and financial for the mature
                                                                        • Figure 60: Online activities conducted in past 30 days, by age, January-August 2012
                                                                        • Figure 61: Online activities conducted in past 30 days, by household income, January-August 2012
                                                                    • Response to Ads

                                                                      • Key points
                                                                        • Internet ads increasingly lead to purchases
                                                                          • Figure 62: Response to internet advertising, by type of ad, February 2009-August 2012
                                                                          • Figure 63: Response to internet advertising, by type of ad, by age, January-August 2012
                                                                          • Figure 64: Response to internet advertising, by type of ad, by marital status and presence of children, January-August 2012
                                                                        • Reach universal, response tied to age
                                                                          • Figure 65: Responses to display ads seen in the past month, by age, November 2012
                                                                          • Figure 66: Responses to display ads seen in the past month, by number of items researched online in past week, November 2012
                                                                        • Glass half full for banner ads
                                                                          • Figure 67: Attitudes toward online ads, November 2012
                                                                          • Figure 68: Attitudes toward online ads, by number of items researched online in past week, November 2012
                                                                      • Impact of Race and Hispanic Origin

                                                                        • Key points
                                                                          • Asians top researchers
                                                                            • Figure 69: Time spent online at home in the last seven days, by race and Hispanic origin, January-August 2012
                                                                            • Figure 70: Time spent online at work in last seven days, by race and Hispanic origin, January-August 2012
                                                                            • Figure 71: Number of items researched online in past week, by race and Hispanic origin, November 2012
                                                                            • Figure 72: Interaction with ads, brands, and social media in online research, by race and Hispanic origin, November 2012
                                                                          • Minority groups show superior response to ads
                                                                            • Figure 73: Responses to display ads seen in the past month, by race and Hispanic origin, November 2012
                                                                            • Figure 74: Products, activities, and services researched online in the past six months, by race and Hispanic origin, November 2012
                                                                        • Appendix – Additional Useful Tables

                                                                          • By age
                                                                            • Figure 75: Use of search and reviews in typical online research session, by age, November 2012
                                                                            • Figure 76: Interaction with ads, brands, and social media in typical online research session, by age, November 2012
                                                                            • Figure 77: Limitations on the value of online ads, by age, November 2012
                                                                          • By age and gender
                                                                            • Figure 78: Products, activities, and services researched online in the past six months, by gender and age, November 2012
                                                                            • Figure 79: Attitudes toward display ads, by gender and age, November 2012
                                                                          • By household income
                                                                            • Figure 80: Products, activities, and services researched online in the past six months, by household income, November 2012
                                                                            • Figure 81: Number of items researched online in past week, by household income, November 2012
                                                                            • Figure 82: Use of search and reviews in typical online research session, by household income, November 2012
                                                                            • Figure 83: Response to internet advertising, by household income, January-August 2012
                                                                            • Figure 84: Interaction with ads, brands, and social media in most recent online research session, by household income, November 2012
                                                                            • Figure 85: Responses to display ads seen in the past month, by household income, November 2012
                                                                            • Figure 86: Limitations on the value of online ads, by household income, November 2012
                                                                          • By parental status
                                                                            • Figure 87: Products, activities, and services researched online in the past six months, by parental status, November 2012
                                                                            • Figure 88: Use of search and reviews in most recent online research session, by parental status, November 2012
                                                                            • Figure 89: Impact of online ads on purchasing, by parental status, November 2012
                                                                            • Figure 90: Frequency of using the internet, by parents with children in household, January-August 2012
                                                                            • Figure 91: Frequency of using the internet, by marital status and presence of children, January-August 2012
                                                                            • Figure 92: Time spent online at home in the last seven days, by marital status and presence of children, January-August 2012
                                                                            • Figure 93: Time spent online at work in the last seven days, by marital status and presence of children, January-August 2012
                                                                            • Figure 94: Online activities conducted in past 30 days, by parents with children in household, January-August 2012
                                                                            • Figure 95: Online activities conducted in past 30 days, by marital status and presence of children, January-August 2012
                                                                            • Figure 96: Websites visited in past 30 days, by marital status and presence of children, January-August 2012
                                                                            • Figure 97: Websites visited in past 30 days, by parents with children in household, January-August 2012
                                                                            • Figure 98: Locations of internet usage, by parents with children in household, January-August 2012
                                                                            • Figure 99: Locations of internet usage, by marital status and presence of children, January-August 2012
                                                                            • Figure 100: Response to internet advertising, by parents with children in household, January-August 2012
                                                                            • Figure 101: Online shopping and research activities conducted in past 30 days, by marital status with children, January-August 2012
                                                                          • By number of items researched
                                                                            • Figure 102: Products, activities, and services researched online in the past six months, by number of items researched online in past week, November 2012
                                                                            • Figure 103: Use of search and reviews in typical online research session, by number of items researched online in past week, November 2012
                                                                          • By race and Hispanic origin
                                                                            • Figure 104: Attitudes toward display ads, by race and Hispanic origin, November 2012
                                                                          • By language spoken in the home among Hispanics
                                                                            • Figure 105: Frequency of using the internet, by languages spoken in home, January-August 2012
                                                                            • Figure 106: Time spent online at home in the last seven days, by languages spoken in home, January-August 2012
                                                                            • Figure 107: Online activities conducted in past 30 days, by languages spoken in home, January-August 2012
                                                                            • Figure 108: Websites visited in past 30 days, by languages spoken in home, January-August 2012
                                                                            • Figure 109: Attitudes and opinions about the internet, by languages spoken in home, January-August 2012
                                                                            • Figure 110: Locations of internet usage, by languages spoken in home, January-August 2012
                                                                            • Figure 111: Response to internet advertising, by languages spoken in home, January-August 2012
                                                                            • Figure 112: Search engine usage, by languages spoken in home, January-August 2012
                                                                          • Frequency of using the internet
                                                                            • Figure 113: Frequency of using the internet at home in last week, by age, January-August 2012
                                                                            • Figure 114: Frequency of using the internet at home in last week, by household income, January-August 2012
                                                                            • Figure 115: Frequency of using the internet at work in last week, by household income, January-August 2012
                                                                        • Appendix – Trade Associations

                                                                          Companies Covered

                                                                          • Amazon North America
                                                                          • AOL
                                                                          • Best Buy stores (USA)
                                                                          • Digital Media Association (DiMA)
                                                                          • Facebook, Inc.
                                                                          • Google, Inc.
                                                                          • Groupon, Inc.
                                                                          • Interactive Advertising Bureau (US)
                                                                          • Kohl's Corporation
                                                                          • MSN (USA)
                                                                          • Overstock.com Inc.
                                                                          • Target Corporation
                                                                          • TripAdvisor LLC
                                                                          • Twitter, Inc.
                                                                          • Walmart Stores (USA)
                                                                          • Yahoo! Inc
                                                                          • Yelp Inc.

                                                                          Internet Advertising: Search and Banner - US - April 2013

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