Abstract
About this report
With the influx of new media in recent years– from online video and social networking to smartphones– the advertising industry is facing the question of how to most effectively utilize a rapidly expanding set of tools to reach consumers. The economic recession and the adoption of disruptive technologies should make new media more attractive to advertisers, but there is still trepidation in terms of what works, what annoys, and even what offends consumers. In this report, Mintel looks at how the rules of the game are changing as marketers struggle to better reach their targets.
Analysis and insights include:
- Reach and impact on consumers by demographic for search, video, banner, text, email, and more media
- Evidence that marketers are under-using online video
- Why young women are harder to reach than young men, counter to conventional wisdom
- Which segments of new media advertising saw spend decline in 2009, and why
- Which segments have seen spend more than double in two years, and which will keep growing
- How marketers are aiming to increase reach
- What are the barriers to more positive perceptions of advertising?
- What is the impact of product placement?
- How willing are respondents to seek out ads voluntarily? How interested are they in sharing online ads with friends?
- Attitudes toward advertainment, branded content, and the role of advertising as part of social media and the Web 2.0 phenomenon
- How race and Hispanic origin impact receptiveness to new media advertising
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