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Internet Advertising Market Assessment 2008
Key Note Publications Ltd, Oct 2008, Pages: 238
The growth in the take-up of Internet packages, coupled with the growing penetration of broadband, continues to be a main driver of the market for Internet advertising. Internet advertising remained the fastest-growing advertising medium in 2007, with expenditure on Internet advertising continuing to rise.
Paid-for search marketing — first adopted in 2001, largely by online businesses in the travel and finance sectors — continues to be an increasingly important element within the Internet advertising mix. It is popular with media buyers because it is simple and its success is easily measurable.
A turf war and consolidation have been experienced in the Internet advertising industry from 2006 to 2008. Large, traditional agencies are acquiring assets to build their presence and compete with small, independent agencies that have emerged in the early 2000s.
Measurement of the effectiveness of Internet advertising, which has been a problem for several years, is improving as a result of initiatives by the Internet Advertising Bureau (IAB). It has produced several guidelines to assist in such measurement.
Our original research found that 93% of respondents who had accessed the Internet in the 12 months leading up to the survey could now access the Internet at home. The survey also revealed that 92% of those who had used the Internet in the previous year had broadband Internet access, at home, at work or in their place of education.
Online shopping continues to be popular, with 82% of respondents to the survey having shopped online. However, there has been a growth in the fear of fraud: 48% of the respondents said that they were deterred from shopping online due to the risk of fraudulent card use.
The marketing of websites through other media continues to be successful. 57% of respondents were influenced by magazines, and the percentage who had been directed to websites from advertisements on other sites had remained fairly stable (at 60% in 2008, compared with 61% in 2006) according to the findings of the research.
More than a quarter of Internet users (28%) said that they had clicked on Internet advertisements, and 52% said that they thought rich-media Internet advertisements that included music and/or animation worked better or attracted more attention than those without.
However, despite this implied interest in online advertising, there was a 6-percentage point growth in the proportion of Internet users who stated that they had software that blocked Internet advertisements (with the figure reaching 79% in 2008). E-mail marketing was acceptable to 40% of Internet users, and 8% claimed to be influenced by information/advertising texted to them on their mobile telephones.
We forecast that the Internet advertising market will continue to expand at a strong pace in the immediate future (with a predicted 31.4% increase in expenditure in the UK in 2008), and that it will experience a less steep but steady momentum thereafter, to 2012.
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