TABLE OF CONTENT
SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer data
Abbreviations and terms
Abbreviations
EXECUTIVE SUMMARY
The market
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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