Tài liệu Online Advertising Update 2011 doc

Online Spending in Comparison with Other Media 9 II 4 Reasons for Online Ad Growth III A Look at Who’s Online and How Much Time They Spend IV How Online Advertising Gets Results V Conclu

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from over 800 research firms, consultancies, government agencies and other sources Neither a research firm nor a consultancy, eMarketer has no testing technique to defend and no research bias

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Table of Contents 3

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March 2002

A Letter from James Spanfeller, President and CEO, Forbes.com

“Water, water everywhere

Nor any drop to drink.”

–Samual Taylor Coleridge

The interactive advertising industry is awash in data The datamining opportunities made possible byWeb technology have been both a boon and a bust There is too much data and not enough

perspective on the data that matter Making sense of it all is akin to drinking from a fire hose It’s noteasily accomplished

Until now! We’re pleased to present you with the definitive overview of the available researchcovering the online advertising industry, developed and vetted with the valuable insights fromeMarketer—the premiere source for data regarding the Web

Here you’ll find only the most salient and actionable data from a host of research sources that serve

to define the online advertising industry and its value to marketers The data is in The proof ispersuasive The Web is a powerful communication tool that more and more smart advertisers areusing to their competitive advantage with each passing day

Of particular note is the new and exciting research regarding the Web and the affluent and seniormanagement markets The data show that the more affluent and the more senior the manager, themore valuable the Web becomes to marketers challenged with reaching and influencing busy businessprofessionals For example:

■ CEOs spend more time on the Web than they do with any other medium

■ The Web is the medium of choice for affluent investors

■ The Web is emerging as the “prime-time” medium for reaching business professionals duringthe workday

Read through the rich data presented in this first-of-its-kind Whitepaper on the trends in onlineadvertising and consumer attitudes towards the Web We’re confident you’ll find it a valuable andrefreshing reference resource

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I I Growth Projections for Online Advertising 5

B Online Spending in Comparison with Other Media 9

II 4 Reasons for Online Ad Growth III A Look at Who’s Online and How Much Time They Spend

IV How Online Advertising Gets Results

V Conclusion Index of Charts

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Online and How

Much Time They Spend

How Online

Advertising Gets Results

Conclusion

Index of Charts

A US Online Advertising Spending

The year 2001 was challenging for the entire US advertising industry,online as well as offline The depressed economy, compounded by the aftereffects of September 11th, created a retraction in media spending not seen

in 30 – 40 years

Yet the worst, most experts believe, is behind us

The US online ad market is due for an expansion eMarketer foresees an11.0% bounce-back in 2002, to counter the 11.0% drop seen in 2001 Inabsolute dollars, online ad spending will rise from $7.3 billion in 2001 to

$8.1 billion by the end of this year; and by 2005, the industry will grow67% to reach $13.5 billion by 2005

Note that eMarketer benchmarks it’s online ad spending projections based

on reported figures from auditing firm PricewaterhouseCoopers, whichconducts independent quarterly surveys on behalf of the Interactive

US Online Advertising Spending, 1996-2005 (in billions)

Source: eMarketer, February 2002; Interactive Advertising Bureau (IAB)/PricewaterhouseCoopers, 2001

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Online and How

increase/decrease vs prior year)

McCann Erickson, December 2001

-14.2%

Morgan Stanley, November 2001 0.0%

Yankee Group, 2001 3.5%

Goldman Sachs, December 2001 4.1%

Rishad Tobaccowala (CEO of Starcom IP), November 2001

Source: eMarketer, January 2002; various, as noted, 2001

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Online and How

Comparative Estimates: US iTV Advertising Revenue,

2001 & 2005 (in millions)

Source: eMarketer; various, as noted, 2001

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Online and How

PricewaterhouseCoopers and Zenith all predict online spending to grow byabout 13.0% in 2002, exceeding all or most other major media

US Online Advertising Spending, 2000-2004 (as a % of total media spending)

Comparative Estimates: Projected US Ad Spending, by Major Media, 2002 (as % change from 2001)

TV Radio

News-papers

Magazines Internet

Myers Group -0.3% -2.0% 1.0% -2.0% 12.8%Pricewaterhouse-

Coopers LLP (PwC),Wilkofsky GruenAssociates

11.1% 9.0% 5.4% 8.1% 13.0%

Universal McCann 4.4% 0.8% 0.8% -1.0% -14.2%Veronis Suhler 8.7% 9.5% 4.6% – 8.0%Zenith Optimedia 0.3% 0.6% -4.0% -6.0% 13.0%

Source: eMarketer, January 2002; various, as noted, 2001 & 2002

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I Growth Projections for Online Advertising

D Resolving Online Standards and Measurements 18

III A Look at Who’s Online and How Much Time They Spend

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A Number of Internet Users Is Growing

Size matters Most researchers agree that the number of internet users willcontinue to climb steadily over the next few years And as the internetcontinues to improve its reach, online ad dollars will begin to flow from thetraditional advertisers looking to interact with consumers on a deeper leveland enhance their brands

Worldwide, the number of internet users will more than double, from 352million in 2000 to 709.1 million by 2004 The online population in the USand Canada will jump from 108.1 million in 2000 to 184.5 million by 2004,which represents a 70.7% gain in that five-year span By 2004, 58% of theentire North American population will be online

Internet Users Worldwide, by Region, 2000-2004 (in millions)

NorthAmerica***

EuropeAsia-PacificLatinAmericaAfrica

Total Worldwide

2000*

108.1100.9123.315.84.1

352.2

2001

133.4139.3145.922.05.3

445.9

2002

152.0170.7168.032.07.2

529.9

2003

169.3196.2205.043.49.0

622.9

2004

184.5221.1232.160.610.9

709.1

CAGR** 2000-2004

14.3%21.7%17.1%39.9%27.7%

19.1%

Note: *eMarketer's year 2000 baseline is from the International Telecommunication Union's estimate of internet users aged 2 years and older, who have accessed the internet within the previous 30 days;

**Compound Annual Growth Rate; ***North America includes the US and Canada Mexico is included in Latin America

Source: eMarketer, December 2001

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B Increased Broadband Penetration

Another truism that drives e-commerce and internet advertising alike is theincreased adoption of broadband access Simply put: the faster pages load,the more people spend time online, the more they do, and the more they view.The number of broadband households in the US will rise from 11.4million last year to 34.7 million by 2004 By that year, broadband’s share oftotal US online households will reach nearly 45%

That 34.7 million count in 2004 translates to a robust 460% five-yeargrowth rate

The transforming power of broadband happens quickly ANielsen//NetRatings study shows that in a mere six months, before andafter broadband, the pages viewed per person rises by 55%, while timespent online increases by 23%

Broadband Households in the US, 2000-2004 (in millions)

Note: *eMarketer broadband household baseline 2000 figure (end of year)

is based on the Organization for Economic Cooperation and Development (OECD) data

Source: eMarketer, 2001

Broadband Internet Access in the US, 2000, 2002 &

2004 (as a % of total internet access)

Source: eMarketer, December 2001

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The government agrees The US Department of Commerce, in its demographicstudy “Falling Through the Net: Toward Digital Inclusion,” confirms the closerelationship between household income and broadband adoption

How Broadband Changes US Home Internet Usage, January & July 2001 (in millions)

Before broadband (January 2001)

After broadband (July 2001)

12:21:50 15:14:00 23%

Source: Nielsen//NetRatings, July 2001

Characteristics of a Broadband User in the US, 2000

Broadband Narrowband

Household income $65,000 $40,000Hours spent online per week 22 12Made an internet purchase in the last year 44% 27%

Source: Excite@Home.com, 2000; Network33.com, 2000

Households with Broadband Access in the US, by Income, 2000

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http://www.emarketer.com/ereports/broadband/welcome.html

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The number of US online buyers will increase as a share of all internetusers from 53.2% in 2001 to just shy of 60% by 2004, when there will be 90million people purchasing online And shopping on the internet is

becoming almost de rigueur, with 82.0% of users 14 or older browsing andgetting product information online by 2004

US Consumer Online Buying and Shopping Grid, 2000-2004 (in millions and % penetration)

Internet users*

US population aged14+ (US Census )Total US internetusers

Internet users aged14+

Online penetrationamong populationaged 14+

Total US B2C e-commerce revenues (incl.

online travel)**

2000

221.395.486.639.1%

73.0%

63.248.5%

77.0%

83.253.2%

79.0%

97.555.8%

81.0%

111.658.3%

82.0%123.259.9%90.0

$1,400.47

$126,000

Note: *eMarketer's internet user figures are based on the International Telecommunication Union (ITU) baseline figure of 95.4 million internet users for 2000; the age 14+ group represents roughly 90% of all users according to the August 2000 US Department of Commerce survey;

**eMarketer benchmarks its B2C retail revenue figures against US Department of Commerce data, for which the last period measured was Q4 2001; the travel component was formulated based on aggregated data Source: eMarketer, December 2001; various, as noted, 2000 & 2001

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“Everybody has measured things differently They weren’t doing anything wrong But there was no standard identified so that publishers, agencies and advertisers were all on the same page.”

–Greg Stuart, President, Interactive Advertising Bureau

The guidelines are based on a PricewaterhouseCoopers study that compileddata and information from 11 participating companies, including AmericaOnline, Yahoo! and Forbes.com This group represents the top destinationsites, portals, and third-party ad networks and servers

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I Growth Projections for Online Advertising

II 4 Reasons for Online Ad Growth

III A Look at Who’s Online and How Much Time They Spend 19

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Online and How

Much Time They Spend

How Online

Conclusion

Index of Charts

A Overall Online Demographics

The Department of Commerce, in their just-released September 2001 survey

report: A Nation Online, paints a descriptive demographic picture of

today’s American internet user

While the online population closely mirrors the overall US population interms of gender and age, minority groups such as Blacks and Hispanics arestill less likely to be wired as compared with Whites and Asian-Americans.Income and education, however, stick out as variables that distinguishbetween those online and not online According to the CommerceDepartment, as income and education level go up so does the likelihood ofbeing online

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Online and How

Snapshot Profile of US Internet User Demographics, September 2001

Distribution Penetration Total internet users

Gender

Male 48.7% 53.9%Female 51.3% 53.8%

Race/origin

White 78.4% 59.9%Black 9.2% 39.8%Asian American and

Pacific Islander

4.5% 60.4%Hispanic 7.1% 31.6%

Age group

Age 3-8 4.6% 27.9%Age 9-17 17.9% 68.6%Age 18-24 12.4% 65.0%Age 25-49 45.6% 63.9%Age 50+

Number (millions) 142.8

69.673.2

111.913.26.510.1

7.88.912.620.630.144.5

3.522.828.324.713.6

6.625.517.765.127.9 19.5% 37.1%

Note: (1) Age 25 and older Source: US Department of Commerce, February 2002

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Online and How

How Online

Conclusion

Index of Charts

B Heavy User Groups

The internet offers some attractive target groups for advertisers Thefollowing data explores how heavy internet use is strongly correlated notonly with high income, but particularly with at-work users, corporate levelexecutives and affluent Americans

The Income Factor

The US Department of Commerce, in their most recent September 2001survey, reported that income continues to be closely linked with internetuse Nearly 80% of households with incomes over $75,000 are online,whereas only one-third of households earning $15,000-$24,999 are wired

This data is supported by Scarborough Research, which shows that 79% ofthose making $75,000+ income have internet access

Higher income levels also correlate with more time spent online In fact, thegain in average hours per week spent on the internet from 2000 to 2001

Internet Users in the US, by Family Income, September 2001 (in millions and penetration)

Source: US Department of Commerce, February 2002

US Internet Penetration, by Income, 2001 (as a % of each income bracket)

Source: Scarborough Research, 2001

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Online and How

$30,001-$50,000

6.8 6.9

$50,001-$80,000

7.4 7.1

$80,001-$100,000

9.5 9.9

>$100,000

7.2

10.1

Source: UCLA Center For Communication Policy, November 2001

Comparative Estimates: Average Time Spent Online per Week for US Internet Users, 2001 (in hours)

Jupiter Media Metrix 4.9 Nielsen//NetRatings* 4.8

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Online and How

How Online

Conclusion

Index of Charts

Corporate Level Executives

New research findings indicate that corporate level executives are power users

of the internet According to a survey by Research.Net, conducted in February

2002, a majority, or 55% of C-level executives visit more then 10 web sites in

an average month in search of business and financial information

Moreover, 70% of corporate executives spend more than 10 hours per weekonline, and 15% spend over 30 hours Note, these figures do not include e-mail usage

None 1%

10+

11%

5-7 15%

1 1%

Number of Different Websites Visited Monthly by US Corporate Executives in Search of Business and Financial Information, 2002 (as a % of respondents)

Note: n=262 Source: Research.net, February 2002

2-4 18%

30+

15%

25-29 3%

20-24 13%

15-19 19%

10-14 20%

5-9 22%

0-4 7%

Hours Spent Per Week Online* among US Corporate Executives, 2002 (as a % of respondents)

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Online and How

US Corporate Executives' Opinions Regarding Advertising that Helps Them Decide What to Buy, by Media, 2002 (as a % of respondents selecting media)

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Online and How

Moreover, whether at work or at home, internet users spend more timeonline than they do with radio, newspapers, and magazines

The survey also revealed that at-work users are favorably inclined towardsonline advertising For at-work users, the internet comes out on top over

TV, magazines, newspapers, and radio in four rationales for advertising.The internet is where they prefer to find out about new products andinformation about companies And 42% claimed that online ads help themdecide what to buy, versus only 35% saying the same for TV ads

Radio 26%

Radio 18%

Internet 34%

Internet 26%

paper 4%

paper 5%

News-Magazine 7%

Magazine 6%

TV 44% TV

30%

US Media Consumption by At-Work and Non-Work Users, by Media Type, 2001 (as a % of at-work and non-work users*)

Note: *n=755 at-work users and 272 non-work users Source: Millward Brown Intelliquest, Online Publishers Association (OPA), November 2001

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Online and How

■ say that online advertising helps them decide what to buy;

■ believe that modern and up-to-date brands advertise online;

■ think online advertising is rich in information; and

■ find that successful brands advertise online

Attitudes of US At-Work Users Towards Advertising,

by Media Type, 2001 (as a % of at-work users*)

Internet

57% 54% 43%

rich in information

Advertising that helps

me decide what to buy

Note: *n=755 at-work users Source: Millward Brown Intelliquest, Online Publishers Association (OPA), November 2001

Tiêu đề	Online Advertising Update
Trường học	eMarketer
Chuyên ngành	Online Advertising
Thể loại	Báo cáo nghiên cứu
Năm xuất bản	2002
Thành phố	New York

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