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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* This is a sample representation of the report layout and does not reflect the research included in this report.
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