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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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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