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

Published By :

Mintel

Published Date : May 2015

Category :

Lifestyle

No. of Pages : 56 Pages

Online advertising revenue is expected to reach $79.6 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.
Table of Content

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

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