Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- A growing market hits a rough patch
- Search the largest segment and still growing
- Smaller segments to offer high growth in upcoming years
- Search, online shopping, mobile web driving growth
- Email ads have the greatest reach
- Highest-income households dislike advertising the most
- Online video ads: disliked, but watched
- Most click display ads at least sometimes
- Search ads do not offend; invisible to most
- New media an effective way to reach blacks, Hispanics of all ages
- Families look to their favorite shows to see what products to use
- The young engaged in social networking
- Cell phone advertising has an uphill battle ahead
- Advertainment can reach under-35s
- Young people more likely to share, read others’ responses to ads
Insights and Opportunities
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- Ahead of the crowd in moving branding online
- DVR ownership above four in 10 for most desirable consumer demographics
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- Figure 1: DVR ownership, by age and household income, November 2008-June 2009
- In spite of rising DVR ownership, television spend gaining share
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- Figure 2: Traditional and new media advertising, 2007 and 2009
- Sellers carrying over-55s should see growth
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- Figure 3: U.S. population, by age, 2009 and 2014
- Paid ad blocking for 55-74s?
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- Figure 4: Attitudes towards online banner advertisements, by age, June 2009
- One-click links from product placement in online video
- Paying for the attention of young adults and wealthy households
Inspire Insights
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- User-generated content = low-cost marketing
- The next media revolution: The physical joins the web
- Advertainment: Why it’s in your brand’s future
Market Size and Forecast
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- Broadband and DVRs create push from TV to online advertising
- Growth stalls in 2009
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- Figure 5: Total U.S. expenditures for new media marketing, at current prices, 2005-13
- Figure 6: Total U.S. expenditures for new media marketing, at inflation-adjusted prices, 2005-13
Competitive Context
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- Increased DVR penetration impacts TV ad reach
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- Figure 7: U.S. television advertising expenditures, 2008 and 2009
- Print’s rapid decline
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- Figure 8: U.S. magazine advertising expenditures, 2008 and 2009
- Figure 9: U.S. newspaper advertising expenditures, 2008 and 2009
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- Figure 10: Newspaper daily usage, 2003/04-2007/08
- The long-term competitor: Below-the-line spend
Segment Performance and Trends
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- Search, display and classifieds account for 58% of spend
- Search clear leader in spend and still gaining
- Search gains at the expense of display
- Classified spend dwindling rapidly
- Online video a growth market as consumers turn to professional content
- Product placement/branded content rising
- Mobile advertising rides on uptake of smartphones
- Spend on social networking continues to offer opportunities in spite of rapid increases
- Video games provide advertisers their least-distracted audience
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- Figure 11: U.S. new media marketing spend, by media type, 2007 and 2009
Market Drivers
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- Search still on the rise
- Targeting evolves
- Time spent online
- Online shopping
- Smart shoppers drawn by online coupons
- Smartphones
- 4G
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- Figure 12: Interest in television viewing on cell phones, by age, June 2009
- Online video: Relative to other video sources still a drop in the bucket
- Consumers losing interest in ads in general
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- Figure 13: Attitudes toward advertising, 2004/05 and 2008/09
- Display has its own “DVR” problem
Innovation and Innovators
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- Video
- Chanel integrates film, advertising, and documentary
- “Commercial Free” advertising
- Social networking
- Using Facebook
- Gaming
- Chevron
- Product placement
- Online retailer SeenON! sells products placed on programming
- Mobile advertising
- Danoo offers venue-based content
- Print gets creative with apps
Reach and Impact
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- How new media compare with traditional media
- Email and search lead the pack
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- Figure 14: Impact of new media ads, by type of response and type of media, June 2009
- Comparison of reach with traditional media
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- Figure 15: Reach and impact of ads, by media segment, June 2009
- Uphill battle for video, mobile advertising
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- Figure 16: Reach and impact of ads, by media segment, June 2009
- Under-35s easiest to reach for cell and online video campaigns
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- Figure 17: Reach of ads, by age, June 2009
- Younger consumers more impacted by what they see
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- Figure 18: Impact of ads, by age, June 2009
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- Figure 19: Impact of traditional advertising media, by age, June 2009
- Let wealthy consumers ask for ads
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- Figure 20: Impact of ads, by household income, June 2009
Attitudes toward Product Placement
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- Product placement on the rise
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- Figure 21: Brand appearances in network TV programming, 2006-08
- Attitudes toward product placement
- Family-aged viewers best potential placement target
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- Figure 22: Attitudes towards product placement on television, by age, November 2008-June 2009
- Less positive reception to brand use in movies than television
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- Figure 23: Attitudes towards product placement in movies, by age, November 2008-June 2009
- Young people play video games, notice ads
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- Figure 24: Attitudes towards product placement in video games, by age, November 2008-June 2009
Attitudes toward Online Video Ads
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- Consumers will watch ads in videos online, like it or not
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- Figure 25: Attitudes towards seeing ads when watching video online, June 2009
- 18-24 year olds don’t mind upfront commercials
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- Figure 26: Attitudes towards online video ads, by age, June 2009
Attitudes toward Advertainment
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- Multiple stones unturned
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- Figure 27: Voluntary ad viewership online, June 2009
- Young people want to watch funny ads online
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- Figure 28: Voluntary ad viewership online, by age, June 2009
- Higher-income households behind branded short movies
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- Figure 29: Voluntary ad viewership online, by household income, June 2009
Attitudes toward Cell Phone Advertising
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- Mostly, people aren’t interested
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- Figure 30: Attitudes towards cell phone advertisement, June 2009
- Mobile ad trades appeal to the young…
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- Figure 31: Attitudes towards cell phone advertisement, by age, June 2009
- …and the affluent
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- Figure 32: Attitudes towards cell phone advertisement, by household income, June 2009
Attitudes toward Display Ads
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- The majority sometimes click on ads
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- Figure 33: Attitudes towards online banner advertisements, June 2009
- Clicking on the decline
Branding via Social Networking
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- Social networking profiles
- The young more engaged
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- Figure 34: Use of social networking sites, by age, June 2009
- Brand-related activity via social networking sites
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- Figure 35: Interacting with social networking ads, by age, June 2009
- Wealthy receptive to social network branding
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- Figure 36: Attitudes towards social networking ads, by household income, June 2009
Attitudes toward Search Ads
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- Paid search: The unobvious choice
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- Figure 37: Attitudes towards internet search advertisements, June 2009
- Younger respondents want natural, not paid listings
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- Figure 38: Attitudes towards internet search advertisements, by age, June 2009
- Higher earners wary of search engine ads
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- Figure 39: Attitudes towards internet search advertisements, by household income, June 2009
Web 2.0: The Voice of the Consumer in internet Ads
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- Figure 40: Interactivity with online ads, June 2009
- Participation in spreading ads age-based
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- Figure 41: Interactivity with online ads, by age, June 2009
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Race and Hispanic Origin
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- Introduction
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- Figure 42: Population, by race and Hispanic origin, 2009 and 2014
- Minority responses to new media marketing less age-driven
- Tables by race/Hispanic origin and age
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- Figure 43: Reach of ads, by race/Hispanic origin and age, June 2009
- Figure 44: Impact of ads, by race/Hispanic origin and age, June 2009
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- Figure 45: Attitudes towards seeing ads when watching video online, by race/Hispanic origin and age, June 2009
- Figure 46: Voluntarily watching video advertisements online, by race/Hispanic origin and age, June 2009
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- Figure 47: Attitudes towards cell phone advertisement, by race/Hispanic origin and age, June 2009
- Figure 48: Attitudes towards online banner advertisements, by race/Hispanic origin and age, June 2009
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- Figure 49: Attitudes towards internet ads, by race/Hispanic origin and age, June 2009
- Figure 50: Attitudes towards internet ads, by race/Hispanic origin and age, June 2009
Cluster Analysis
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- Traditionalists
- Anti-pushers
- Advertising activists
- Opportunity
- Characteristic tables
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- Figure 51: New media clusters, June 2009
- Figure 52: Attitudes toward online video ads, by new media clusters, June 2009
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- Figure 53: Attitudes toward advertainment, by new media clusters, June 2009
- Figure 54: Attitudes toward cell phone advertising, by new media clusters, June 2009
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- Figure 55: Attitudes toward banner ads, by new media clusters, June 2009
- Figure 56: Attitudes toward ad interactivity and social network marketing, by new media clusters, June 2009
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- Figure 57: Attitudes toward search ads, by new media clusters, June 2009
- Demographic tables:
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- Figure 58: New media clusters, by gender, June 2009
- Figure 59: New media clusters, by age, June 2009
- Figure 60: New media clusters, by household income, June 2009
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- Figure 61: New media clusters, by race/Hispanic origin, June 2009
- Cluster methodology
Custom Consumer Groups
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- Young women, not young men hardest to reach
- Young men most responsive to new media advertising
- Reach by gender and age
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- Figure 62: Reach of ads, by gender and age, June 2009
- Impact by gender and age
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- Figure 63: Impact of ads, by gender and age, June 2009
- Young men, sometimes women, receptive to video ads
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- Figure 64: Attitudes towards seeing ads when watching video online, by gender and age, June 2009
- Voluntarily watching video ads online highest among young men
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- Figure 65: Voluntarily watching video advertisements online, by gender and age, June 2009
- Cell phone ads reach under-55 men
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- Figure 66: Attitudes towards cell phone advertisement, by gender and age, June 2009
- Young men want clever banner ads
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- Figure 67: Attitudes towards online banner advertisements, by gender and age, June 2009
- Virtual gifts most popular among 18-34 year old females
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- Figure 68: Attitudes towards internet ads, by gender and age, June 2009
- Young men, women like social aspect of ads online
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- Figure 69: Attitudes towards internet ads, by gender and age, June 2009
Appendix: Attitudes toward Google for Search
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- Figure 70: Attitudes towards Google search, June 2009
- Figure 71: Attitudes towards Google search, by age, June 2009
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- Figure 72: Attitudes towards Google search, by household income, June 2009
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Appendix: Additional Consumer Tables
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- Income doesn’t impact reach
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- Figure 73: Reach of ads, by household income, June 2009
Appendix: Historical Online Video Consumption Data
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- Changes in video consumption by medium
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- Figure 74: Media consumption (video) based on hours per person, 2003-07
- Figure 75: Media consumption (other) based on hours per person, 2003-07
- 18-34s heaviest users of online video, but 25-44s on top of DVR usage
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- Figure 76: Weekly hours spent watching video content, by age, November 2008
Appendix: Trade Associations
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