Table of Contents
Issues in the Market
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- Main issues
- Definitions
- Abbreviations
Future Opportunities
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- Ad-supported lunchtime meditation
- Targeting ads depending on the day and need state
- The greening of online advertising
- Putting internet users into ads
Market in Brief
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- A market made possible by broadband
- Getting internet users to click
- A £3.5 billion industry in 2008
- Focusing on engagement
- A necessary evil
Internal Market Environment
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- Key points
- Broadband penetration reaches nearly 70%
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- Figure 1: Have broadband internet connection at home, 2004-09
- Faster speeds widen the possibilities
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- Figure 2: Broadband penetration and connection speeds, 2007 and 2008
- Living online
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- Figure 3: Trends in the frequency of using the internet every day/most days, 2005-09
- Focusing on engagement, not clicks
- Growth of online as a sales channel
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- Figure 4: Selected websites purchased from in the last three months, July 2003-July 2009
- Mobile web still niche
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- Figure 5: Any usage of the mobile web in the last three months, by gender, age and socio-economic group, July 2009
- Figure 6: Sites visited in the last three months using a mobile phone and fixed line broadband connection, July 2009
- An ageing population
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- Figure 7: Trends in the age structure of the UK population, by gender, 2004-14
Broader Market Environment
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- Key points
- Incorporating internet metrics
- A total of 62 billion minutes spent online
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- Figure 8: Overall UK internet usage, August 2009
- Young people surf for longer
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- Figure 9: Overall UK internet usage, by age, August 2009
- Online males are more active web users
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- Figure 10: Overall UK internet usage, by gender, August 2009
- Reach and time spent
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- Figure 11: Top 20 most visited UK online properties, August 2009
- Figure 12: Top 20 UK sites ranked by total minutes spent, August 2009
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Competitive Context
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- Key points
- Other forms of advertising spend
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- Figure 13: UK advertising segmentation, by value, 2008
- Fears about privacy
- Increased threat of ‘malvertising’
Who’s Innovating?
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- Key points
- Connecting with brands via social networks
- Marketing Batman online – why so serious?
- Dexia Bank provides a concert in a banner
- Stella Artois uses online to launch 4%
- Axe and 100 Girls
Market Size and Segmentation
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- Key points
- Growth of online advertising during the recession
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- Figure 14: Total online advertising revenues, Q1 2001-Q2 2009
- Importance of paid-for search
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- Figure 15: Display, classifieds and paid for search advertising revenues, H1 2006-H1 2009
Where Do We See Online Ads?
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- Key points
- Dependent on popular web activities
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- Figure 16: Where online ads are seen, August 2009
- Women more likely to see ads in a social network
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- Figure 17: Where online ads have been seen, by gender, August 2009
- 16-24-year-olds most likely to see ads while gaming
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- Figure 18: Where online adverts have been seen, by age, August 2009
- More time spent online does not boost ad views
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- Figure 19: Where online ads have been seen, by time spent online, August 2009
Where do Consumers Pay Most Attention?
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- Key points
- Attention focussed around search
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- Figure 20: Types of sites in which online ads are most likely to be paid attention to, August 2009
- How can social networks compete?
- Download, social networking and TV catch up have youth appeal
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- Figure 21: Types of sites in which online ads are most likely to be paid attention to, by gender, August 2009
- Male attention focused on shopping and price comparison
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- Figure 22: Types of sites in which online ads are most likely to be paid attention to, by gender, August 2009
- Quality of traffic is important
- Where ads seen versus most likely to pay attention
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- Figure 23: Most popular where online ads have been seen versus types of sites in which online ads are most likely to be paid attention to, August 2009
- Figure 24: Next most popular where online ads have been seen versus types of sites in which online ads are most likely to be paid attention to, August 2009
Motivations for Clicking Through
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- Key points
- Traditional rules of advertising apply
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- Figure 25: Factors prompting internet users to explore online adverts, August 2009
- Recession drives interest in vouchers
- Young want entertainment, old desire simplicity and information
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- Figure 26: Factors prompting internet users to explore online adverts, by age, August 2009
- Women look to satisfy practical needs, men want entertainment
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- Figure 27: Factors prompting internet users to explore online adverts, by gender, August 2009
- Paid attention to online ads versus motivations for clicking through
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- Figure 28: Most popular sites more likely to pay attention to advert online, by factors prompting internet users to explore online adverts, August 2009
- Figure 29: Next most popular sites more likely to pay attention to advert online, by factors prompting internet users to explore online adverts, August 2009
Attitudes Towards Online Advertising
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- Key points
- Too much online clutter
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- Figure 30: Attitudes towards online advertising, August 2009
- Old versus new media
- Females more negative to online adverts
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- Figure 31: Attitudes towards online advertising, by gender, August 2009
- Ad avoidance across all age groups
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- Figure 32: Attitudes towards online advertising, by gender, August 2009
- Young look for recommendations
- Attitudes versus reasons for exploring ads
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- Figure 33: Most popular attitudes towards online advertising, by factors prompting internet users to explore online adverts, August 2009
- Figure 34: Next most popular attitudes towards online advertising, by factors prompting internet users to explore online adverts, August 2009
Online Advertising Versus Technology Ownership
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- Key points
- More enabled by technology than ever
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- Figure 35: Access to new technology in the home, August 2009
- Amount of technology owned versus attention to ads
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- Figure 36: Types of sites in which online ads are most likely to be paid attention, by repertoire of new technology accessible in the home, August 2009
- Technology ownership versus attitudes to online advertising
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- Figure 37: Most popular new technology accessible in the home, by statements on online advertising, August 2009
- Figure 38: Next most popular new technology accessible in the home, by statements on online advertising, August 2009
- Internet everywhere
Appendix – Broader Market Environment
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- Figure 39: Media Metrix Core Measures Definitions User Guide
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Appendix – Market Size and Segmentation
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- Figure 40: Total online advertising revenues, Q1 2001-Q2 2009
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Appendix – Where Do We See Online Ads?
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- Figure 41: Most popular places online ads are seen, by demographics, August 2009
- Figure 42: Next most popular places online ads are seen, by demographics, August 2009
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Appendix – Where do Consumers Pay Most Attention?
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- Figure 43: Most popular types of sites in which online ads are most likely to be noticed, by demographics, August 2009
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- Figure 44: Next most popular types of sites in which online ads are most likely to be noticed, by demographics, August 2009
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- Figure 45: Selected Attitudes towards shopping from home, by demographics, January 2009
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Appendix – Motivations for Clicking Through
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- Figure 46: Most popular factors prompting internet users to explore online adverts, by demographics, August 2009
- Figure 47: Next most popular factors prompting internet users to explore online adverts, by demographics, August 2009
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Appendix – Attitudes Towards Online Advertising
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- Figure 48: Most popular attitudes towards online advertising, by demographics, August 2009
- Figure 49: Next most popular attitudes towards online advertising, by demographics, August 2009
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Appendix – Online Advertising Versus Technology Ownership
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- Figure 50: Most popular technology accessible in the home, by demographics, August 2009
- Figure 51: Next most popular technology accessible in the home, by demographics, August 2009
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- Figure 52: Other technology accessible in the home, by demographics, August 2009
- Figure 53: Least most popular things have at home, by demographics, August 2009
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- Figure 54: Repertoire of things have at home, by demographics, August 2009
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