Internet advertising is set to double from 5 to 10 percent by 2010.
By 2010, spending on Internet advertising will account for 10 percent of total U.S. ad dollars, according to "The Changing Face of Advertising in the Digital Age" from Parks Associates.
|Click on graphic to view chart|
Roughly 21 percent of Internet users consider Internet advertising to be the most relevant ad format. The segment overtakes traditional media, such as newspapers, magazines, and radio.
Metrics and behavioral targeting make the channel attractive. "Because the Internet is an interactive and versatile platform and offers rich consumer usage data, advertisers can improve their ad targetability and achieve better results," said Parks Associates research analyst Harry Wang.
Due to audience and media fragmentation and a lack of in-depth media consumption data from traditional advertising, large companies and established brands will move dollars from TV and other formats to the Web. Anheuser-Busch, Procter & Gamble, Verizon, and Wachovia have already moved portions of their budgets to online advertising.
"The Internet has altered the standard for the entire ad world, and traditional media have to respond by making their media platforms more interactive and results-oriented," said Wang.
The report was compiled from the findings of an Internet-based survey of 2,084 U.S. consumers in households with Internet access. The sampling group includes 270 teenagers ages 13 to 17. The report contains data from Parks Associates' consumer study "Digital Entertainment: Changing Consumer Habits."
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 17, 2014
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT