Advertising Outlook: Shifting Dollars

Advertising Outlook: Shifting Dollars published by Parks Associates in February, 2010. This report consists of 75 Pages and the price starts from US $ 3200.

Introduction

Abstract

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.”

Table of 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

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

Press Release

U.S. ad spending long-term recovery to be driven by advanced TV, mobile advertising, and social networking

Global Information Inc. would like to present a new market research report, "Advertising Outlook: Shifting Dollars" by Parks Associates.

Targeted and interactive TV advertising will represent the underlying drivers for the long-term recovery in U.S. ad spending. Meanwhile, broadcast network TV spending is expected to return to pre-recession levels during 2010. According to this Park Associates report, "almost 60% of media decision makers expect spending increases in broadcast network TV in 2010 and over three-fourths expect a budget increase for social networking advertising." Additionally, spending is expected to exhibit the largest year-over-year (YOY) percentage growth for all major mobile advertising formats  specifically branded microsites, mobile video, and text messaging. According to Heather Way, research analyst at Parks Associates: "As digital media consumption increases, advertisers are incorporating emerging advertising platforms into their overall media mix, with particular emphasis on interactivity and personalization to capture consumer attention... This new focus in advertising opens new revenue opportunities for content and service providers, who can build partnerships with agency decision makers to create truly innovative advertising delivery solutions."

This study provides a survey of top-level U.S advertising and media executives. It includes industry insight on up-to-date and future media budget allocation for Internet, television, and mobile platforms.

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