Advertising Outlook: Shifting Dollars

• Publication date: February 2010

Synopsis This study includes a survey of top-level U.S. advertising and media executives. It gathers industry insight on current and planned media budget allocation for television, Internet, and mobile platforms. The survey focuses on advanced advertising formats by medium, including agency usage and perceptions of addressable TV ads and online video ad formats. “In order to remain competitive, service and content providers...

Synopsis

This study includes a survey of top-level U.S. advertising and media executives. It gathers industry insight on current and planned media budget allocation for television, Internet, and mobile platforms. The survey focuses on advanced advertising formats by medium, including agency usage and perceptions of addressable TV ads and online video ad formats.

“In order to remain competitive, service and content providers in both traditional and digital media require greater insight from agency decision makers regarding the shift of advertising expenditures among major media channels,” said Heather Way, research analyst, Parks Associates. “As digital media consumption increases, advertisers are incorporating emerging advertising platforms such as advanced TV, online video, social networking, and mobile applications into their overall media mix.”

Advertising Industry in the United States

CONTENTS

The Bottom Line
Data Points
Advertising Outlook: Shifting Dollars Dashboard

1.0  Report Summary

1.1  Purpose of Report
1.2  Scope of Report
1.3  Research Approach
1.3.1  Research Design
1.3.2  Glossary of Terms

2.0  U.S. Television, Internet, and Mobile Advertising Expenditures

3.0  Advertising Outlook: Shifting Dollars Research Evaluation
3.1  Research Sample Profile
3.2  Advertising Platforms/Formats Currently Planned or Bought
3.2.1  Type of Television Platforms/Formats Currently Planned/Bought
3.2.2  Type of Internet Platforms/Formats Currently Planned/Bought
3.2.3  Type of Mobile Formats Currently Planned/Bought
3.3  Media Budget Allocation by Medium: TV, Internet, and Mobile
3.3.1  Television: 2009 and 2010 Media Budget Allocation by Platform/Format
3.3.1.1   Reason Television Platform/Format Not Planned or Bought
3.3.2  Internet: 2009 and 2010 Media Budget Allocation by Platform/Format
3.3.2.1   Reason Internet Platform/Format Not Planned or Bought
3.3.3  Mobile: 2009 and 2010 Media Budget Allocation by Platform/Format
3.3.3.1   Reason Mobile Platform/Format Not Planned or Bought
3.4  Addressable TV Ads
3.4.1  Participants in Household TV Addressability Trial
3.4.1.1   Premium Paid for Addressable TV Commercial
3.4.1.2   Satisfaction Level with Addressable TV Campaign
3.4.1.3   Percentage of Total Traditional or Cable TV Budget Allocated to Addressable TV Campaigns in 2010 and 2014
3.4.2  Reason for Not Planning/Buying an Addressable TV Campaign
3.4.2.1   Premium Willing to Pay for Addressable TV Ads
3.5  Online Video Advertising
3.5.1  Effectiveness of Online Video Ad Placement and Length
3.6  Views on Industry Perceptions

4.0  Recommendations Based on Key Findings

4.1  Advertising or Media Agencies
4.2  Service Providers
4.3  Content Providers

5.0  Resource Book

5.1  Research Sample Profile - Data Charts
5.2  Survey Questionnaire

LIST OF Figures

Television, Internet, and Mobile Platforms and Formats
Advertising Outlook: Shifting Dollars Research Approach
Traditional and Advanced Advertising Glossary of Terms
2008 U.S. Advertising Expenditures by Medium
2009 U.S. Television Advertising Revenues – By Category
U.S. Cable/DBS/Telco Advertising Revenue: Traditional Linear, Addressable and Interactive (2009 – 2014)
2006 – 2008, 1H 2008 and 1H 2009 U.S. Internet Advertising Revenues
Mobile Advertising Revenue – N.A. Text Messaging, Search, Display, In-Application, and Video (2009 – 2014)
Broadcast & Cable Television Advertising Platforms Planned or Bought
Interactive Television Advertising Formats Planned or Bought
Internet Advertising Platforms/Formats Planned or Bought
Mobile Advertising Formats Planned or Bought
Broadcast & Cable Television 2009 Media Budget Allocation (versus 2008)
Broadcast & Cable Television 2010 Media Budget Allocation (versus 2009)
Broadcast & Cable Television – Percentage of Media Budget Increase in 2010
Interactive Television 2009 Media Budget Allocation (versus 2008)
Interactive Television 2010 Media Budget Allocation (versus 2009)
Interactive Television – Percentage of Media Budget Increase in 2010 (versus 2009)
Reason for Not Planning or Buying Broadcast or Cable TV Advertising
Reason for Not Planning or Buying Interactive TV Advertising
Internet Advertising 2009 Media Budget Allocations (versus 2008)
Internet Advertising 2010 Media Budget Allocations (versus 2009)
Internet Advertising – Percentage of Media Budget Increase in 2010 (versus 2009)
Reason for Not Planning or Buying Internet Advertising
Mobile Advertising 2009 Media Budget Allocation (versus 2008)
Mobile Advertising 2010 Media Budget Allocation (versus 2009)
Mobile Advertising – Percentage of Media Budget Increase in 2010 (versus 2009)
Reason for Not Planning or Buying Mobile Advertising
Participation in Addressable TV Advertising Trials
Premium Paid for Addressable TV Ad
Addressable TV Ad Campaign Satisfaction Level
Percentage of Traditional and Cable TV Budgets Allocated to Addressable TV – 2010 & 2014
Reason for Not Planning/Buying Addressable TV Ads
Premium Willing to Pay for Addressable TV Ads
Views on Addressable TV Ads and Cable TV Industry
Effectiveness of Online Video Ad Placement and Length
Views on Industry Perceptions
Benefits & Challenges of Digital Media Platforms and Services
Consumer Acceptance of In-Applications Advertisements
Mobile Phone Ad Recall by Type
Frequency of Mobile Ad Response
Mobile Ad Consumer Perspective
Agency Title
2008 Annual Billing Revenue
Main Focus of Agency for Target Population
Type of Agency
Main Focus of Media Planning/Buying Efforts
Top 10 Advertising Categories
Bottom 10 Advertising Categories
Tenure in Advertising Business
Years at Current Agency