TABLE OF CONTENT
SCOPE AND THEMES
What you need to know
Abbreviations and terms
Internet access, online shopping and research propel growth
Figure 1: Fan chart forecast of U.S. search and banner ad sales, 2007-17
Search leads and keeps gaining
Rising tide for internet ads lifts all ships
Figure 2: U.S. online advertising spend: Search and banner vs. other internet spend, 2012
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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.
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?
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