Digital Advertising - US - August 2017

Digital Advertising - US - August 2017

Sep 2017 Mintel MediaN/A Price :
$ 3995
Propelled by growth in mobile and social, digital ad sales in total increased by more than 20% annually from 2014-17, but rapid growth in mobile and social is stunting other opportunities, particularly considering that desktop remains the primary platform for browsing and streaming video among large sections of the adult population. As delineated in other research findings, advertisers may be paying too much heed to concerns regarding privacy that are promoted more by anecdote than statistical analysis. Other potential pitfalls in navigating the rapidly changing digital environment include efforts to stimulate immediate purchasing when digital is evolving toward brand awareness, and assumptions regarding the value of video display ads
Table of contents

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Purchases rare
Figure 1: Purchases made in response to digital ad, by type of ad, June 2017
Older ages just say no
Figure 2: Lack of interest in any ad format, by age, June 2017
Third of viewers ignore mobile, video
Figure 3: Negative attitudes to sponsored content in feeds, June 2017
Figure 4: Negative attitudes to video display ads, June 2017
Figure 5: Negative attitudes to mobile ads, June 2017
The opportunities
High levels of exposure offer rapid reach to mass audiences
Figure 6: Weekly exposure to digital ads, by type of ad, June 2017
Figure 7: Daily exposure to digital ads, by type of ad, June 2017
Product introductions and reminders both effective
Figure 8: Positive responses to digital ads, June 2017
Digital gets dads going
Figure 9: Lack of interest in digital ads, by parental status, June 2017
What it means
THE MARKET WHAT YOU NEED TO KNOW
Slower growth ahead
Competing ad formats to slow in 2020s
Multiple firsts in market share
Mobile just getting rolling
MARKET SIZE
Long-term, 20%+ growth not sustainable
Figure 10: Total US sales of banner and video ads, at current prices, 2015-17
MARKET BREAKDOWN
Growth limited outside of social
Figure 11: Digital ads sales, social vs all other, at current prices, 2014-16
Desktop declines for first time
Figure 12: Digital ads sales, desktop vs mobile, at current prices, 2014-16
Desktop favored for video, longer-form text
Figure 13: Online activities more common to desktop than mobile, January 2017
MARKET PERSPECTIVE
Competition from other ad formats
TV remains dominant
Figure 14: Date of most recent purchase because of a television commercial, November 2016
$80 billion television budgets
Figure 15: US sales and forecast of television advertising, at current prices, 2011-21
Search drains potential display, app budgets
Figure 16: US sales of search ads segments, desktop vs mobile, at current prices, 2014-16
Half uninterested in any digital ad format
Figure 17: Lack of interest in any ad format, by gender and age, June 2017
MARKET FACTORS
Mobile web access
Faster service
Unlimited data
Larger screens
Figure 18: Devices used to access the internet, January 2014-June 2017
Social media rising, but has physical limits
Figure 19: Weekly use of social media services, February-July 2017
KEY PLATFORMS WHAT YOU NEED TO KNOW
Desktop ads more likely to succeed
Social best opportunity in mobile
Image-based social on the rise
WHATS WORKING?
Desktop more inspiring
Figure 20: Stimulation of interest in products advertised by desktop ads, June 2017
WHATS STRUGGLING?
Interest in mobile more limited than desktop
Figure 21: Stimulation of interest in products advertised by mobile ads, June 2017
WHATS NEXT?
Image-based mobile social
Figure 22: Stimulation of interest in products advertised by image-oriented social media ads, by age, June 2017
Promoted Pins pass $500 million in sales
Snapchat targets $500+ million in ad revenue for 2017
THE CONSUMER WHAT YOU NEED TO KNOW
Limitations in audience size over
More selective filters needed for attracting purchases
Mobile undesirable but effective
Men attracted to humor in video
Young men top influencers
Much ado about privacy
EXPOSURE
Ads meet eyeballs: two thirds see digital ads daily
Figure 23: Daily and weekly exposure to digital ads, by type of ad, June 2017
Age top driver for exposure
Figure 24: Daily exposure to digital ads, by type of ad and age, June 2017
Targeting youths should envelop urbanites
Figure 25: Daily exposure to digital ads, by type of ad and area of residence, June 2017
Hispanic Millennials are mobile aficionados
Figure 26: Daily exposure to digital ads, by type of ad and by race/Hispanic origin/generation, June 2017
Dads exposed
Figure 27: Daily exposure to digital ads, by type of ad and parental status, June 2017
PURCHASING
Purchasers a rare breed
Figure 28: Purchases made in response to digital ad, by type of ad, June 2017
Usual suspects converting
Dads buy in
Figure 29: Purchases made in response to digital ad, by type of ad and parental status, June 2017
Hispanic Millennials attractive
Figure 30: Purchases made in response to digital ad, by type of ad, by Hispanic origin and generation, June 2017
Men like video
Figure 31: Purchases made in response to digital ad, by type of ad and gender, June 2017
18-24s less desirable than 25-44s
Figure 32: Purchases made in response to digital ad, by type of ad and age, June 2017
ATTITUDES TO MOBILE ADS
Positive responders similar in share to avoiders
Figure 33: Negative attitudes to mobile ads, June 2017
Figure 34: Positive attitudes to mobile ads, June 2017
Targeting the largest youthful audience
Figure 35: Reminder to purchase and interest in new products seen in mobile ads, by age, June 2017
Figure 36: Positive attitudes to mobile ads, CHAID output, June 2017
ATTITUDES TO VIDEO ADS
Negative attitudes more common
Figure 37: Negative attitudes to video display ads, June 2017
Humor disarming
Figure 38: Positive response to video display ads, June 2017
Dads prepared to laugh
Figure 39: Positive response to video display ads, by gender and parental status, June 2017
Two thirds of young dads show positive response
Figure 40: Positive response to video banner ads, CHAID output, June 2017
ATTITUDES TO SPONSORED CONTENT (NATIVE ADS)
Cup half full
Figure 41: Negative attitudes to ads in social media and news feeds, June 2017
Nearly a third click, but only a sixth share
Figure 42: Positive attitudes to ads in social media and news feeds, June 2017
Young men caring via sharing
Figure 43: Sharing of sponsored content in feeds, by gender and age, June 2017
ATTITUDES TO THE USE OF INTERNET HISTORY (RETARGETING)
Vast majority see history as fair game
Figure 44: Negative attitudes to ads using personal history, June 2017
Rewards outweigh risks
Figure 45: Positive attitudes to ads using personal history, June 2017
Greatest reward with high-income urban parents
Figure 46: Positive attitudes to ads using personal history, CHAID tree output, June 2017
APPENDIX DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Consumer survey data
Methodology
Abbreviations and terms
Abbreviations
Terms
APPENDIX THE CONSUMER
Detailed exposure to ads
Figure 47: Daily and weekly exposure to digital ads (detail), by type of ad, June 2017
Figure 48: Daily exposure to digital ads (detail), by type of ad and age, June 2017
Figure 49: Daily exposure to digital ads (detail), by type of ad and area of residence, June 2017
Figure 50: Daily exposure to digital ads (detail), by type of ad and by race/Hispanic origin/generation, June 2017
Figure 51: Daily exposure to digital ads (detail), by type of ad and parental status, June 2017
Exposure to television ads
Figure 52: Number of television and digital video commercials viewed daily, November 2016
Response to social ads
Figure 53: Positive attitudes to ads in social media and news feeds, CHAID output, June 2017

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