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Advertising Demand Report 2016: North America Summary

Core Content

This report analyzes digital advertising trends in North America based on aggregated and anonymous data from 800 billion visits to 800 North American websites between January 2013 and June 2016. It also includes insights from a survey of over 1,000 U.S. consumers about their perceptions and preferences regarding digital advertising and ad blocking.

Key Insights

• Internet Saturation in the U.S.
  The U.S. has reached internet saturation, with only a 0.1% growth in website traffic over 42 months. This suggests that organic traffic growth is slowing, and cross-channel advertising is becoming essential to drive engaging experiences.

• Website Growth and Decline

  • 62% of websites grew in traffic, with an average increase of 51%.
  • 38% of websites declined, with an average decrease of 31%.
  • Growing websites are more likely to use personalized, in-the-moment advertising tactics and gain higher traffic from social and email channels.
  • Shrinking websites rely more on affiliate and partner tactics and natural search.

• Smartphone Traffic Growth

  • Smartphone traffic from advertising increased by 40% over the three-year period.
  • Growing websites had a higher share of smartphone traffic than shrinking ones, especially from social and email channels.
  • There is still a 43% gap in smartphone traffic between growing and shrinking websites.

• Ad Channel Performance

  • Ad channels drive more smartphone traffic than other channels.
  • 7 out of 10 smartphone visits come from ad channels, up from 1 out of 2 in 2013.
  • Retail had the biggest gap in ad-driven traffic (72% vs. 63%), while Finance had the lowest (50% average).
  • Media & Entertainment had the highest ad-driven traffic (72% average).

• Consumer Perceptions of Ads

  • 68% of consumers believe ads have improved or stayed the same.
  • 57% of consumers think marketers are effective at providing interesting ads.
  • Personalization is desired, but only 28% feel it is correctly tailored.
  • 57% of consumers find the inability to skip video ads to be the most annoying feature.
  • 48% of consumers will stop watching video ads if they can't skip them.
  • 71% of consumers attempt to skip ads, but only 37% would pay to avoid them.

• Ad Blocking Trends

  • Desktop ad blocking penetration in the U.S. is 18%, with a potential increase to 74 million users if it reaches European levels.
  • 44% of ad blockers find desktop ads annoying, and 89% plan to continue using them.
  • Ad blocking users prefer to interact socially, leading to a decrease in display traffic and an increase in social traffic.

• Traffic Sources

  • 66% of U.S. traffic comes from ad channels, while only 34% is direct.
  • 15% of U.S. site visits originate from other countries, with Great Britain and Spain leading in cross-border traffic.

• Consumer Preferences for Ad Types

  • Consumers are more willing to watch skippable video ads, especially those that appear before content.
  • Younger consumers (18-24) are more likely to be annoyed by video ad length and less willing to watch unskippable ads.

Main Recommendations

• Adapt to Changing Consumer Behavior:

  • Focus on personalized and consistent advertising across channels to counter ad blocking and engage users.
  • Prioritize skippable video ads and avoid intrusive formats like automatic sounds and pop-ups.

• Optimize for Mobile:

  • Mobile optimization is crucial as smartphone traffic from ads has increased significantly.
  • Use social media and email marketing more effectively to drive traffic.

• Refine Ad Strategies:

  • Implement frequency caps and avoid over-targeting to reduce ad blocking.
  • Use multi-channel strategies to increase revenue and traffic, particularly in the retail sector.

• Monitor Ad Effectiveness:

  • Track ad performance and consumer feedback to improve relevance and engagement.
  • Understand the nuances of ad preferences by age and behavior to tailor advertising approaches.

Key Information

• Data Sources: Adobe Analytics, PageFair, Internet Live Stats, and Adobe Digital Insights Survey.
• Timeframe: January 2013 to June 2016.
• Survey Sample: 1,000+ U.S. consumers.
• Ad Channel Types: Paid Search, Natural Search, Social, Email, Display, Affiliate/Partner.
• Key Metrics:
  • Compound Annual Growth Rate (CAGR): 0.1% for website traffic.
  • Revenue per Visit (RPV): Growing retailers had a higher RPV ($2.60) than shrinking ones ($2.43).
  • Ad Blocking Penetration: U.S. at 18%, with potential to grow to 74M users if it matches European levels.
  • Consumer Age Groups: 25-34 year olds show higher willingness to watch ads and are more likely to skip unskippable formats.