Attitudes to Internet Advertising - US - July 2011
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- July 2011
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This report builds on the analysis presented in Mintel’s Attitudes to Internet and New Media Marketing—U.S., October 2010. It covers advertising through the following channels: banner, search, and online video ads. Advertising through mobile phones is discussed in the report but not included in market size figures. Mintel’s exploration of advertising through traditional mass media can be found in a sister Mintel report, Attitudes Toward Traditional Media Advertising and Promotional Marketing—U.S., September 2010.Abbreviations
Here follows a list of abbreviations used in this report.
CPM – Cost Per Thousand Impressions
FSI - Free Standing Insert
GPS - Global Positioning System
GRP - Gross Rating Point
iOS - iPhone Operating System
IPO – Initial Public Offering
NCS – National Consumer Study (Experian Simmons)
SMB – Small-to-medium-sized businesses
The following terms are also used in the report:
Banner/display ads - A static or hyper-linked banner or logo placed on a web page with third-party content.
Click-through - The process of clicking through an online advertisement to the advertiser's destination.
CPM – Coser per thousand views - a metric used in the pricing of display ads, and distinguished from online ad models that are priced on a per-click basis (e.g., search ads).
Search ads - Paid ads that appear as the first few links on a search results page, or elsewhere on the page (e.g., column on the right-hand side of the page). Advertisers pay search engines to list and/or link their website to a specific search word or phrase.
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