Web Ads Boom in Popularity
Like pop icons seeing a resurgence, Web ads moved up in popularity “from around one third to more than half” of all marketers increasing their spending in 2016 vs. 2015, finds Target Marketing’s newly released study, “Marketing Mix Trends 2010-2016.”
While a more precise survey question coincided with more precise database marketing software, Target Marketing’s analysis of years of “Media Usage Survey” data notes that “marketers trawl where their prospects run.”
This “Online Advertising” section is one of the marketing benchmarks of media channels, technology and tactics included in the Target Marketing/NAPCO Research study. Both Target Marketing and NAPCO Research are NAPCO Media brands.
This is an excerpt from the “Marketing Mix Trends 2010-2016” research.
In years past, Target Marketing had asked about “Advertising on outside websites.” In 2016, we changed that to the more-encompassing “online advertising.” As a result, there was a jump in respondents who use this channel — from around one third to more than half — while those saying they don’t dropped from more than one in five to one in 10.
Changing wording can only account for part of these results, however: Prospects are increasingly connected to the Internet, whether through their tablets, their phones or even their watches, and marketers trawl where their prospects run. Another factor that has likely increased online advertising’s use is the comparatively recent innovation of advertising exchanges and networks, which allow a marketer to target individuals with a fair amount of granularity, even within a given website.
In short, what might seem like a mature medium is behaving like a growth channel.