|
New Report From OpenX and The Harris Poll Highlights Reasons for Brand Marketers to Shift Spend Towards Open Web
Saturday, March 14, 2020
Consumers spend more time on the open web, trust what they see and read more, and find the advertising more effective and impactful as compared to Facebook, Instagram, YouTube and Amazon
LOS ANGELES, March 11, 2020 /PRNewswire/ -- OpenX today announced the release of the company's latest report with global market research firm The Harris Poll, looking at consumer views towards the open web compared to walled gardens like Facebook, Instagram, YouTube and Amazon. The report highlights a variety of ways consumers prefer the open web over various walled garden environments, showcasing reasons for brand marketers to shift their ad spend and focus more of their marketing onto the open web.
Despite capturing more than 60 percent of all digital ad spend, reports from comScore have found that the duopoly of Facebook and Google account for only 34 percent of consumer time spent online, and according to the new Harris Poll study, this amount of time spent will likely decrease even further in the future. Nearly a third of respondents say they use Facebook less today than a year ago, and 24 percent say they expect to decrease Facebook usage in the next 12 months. This stands in stark contrast to the open web, where significantly more people plan to increase their usage compared to those that plan to decrease.
Other findings from the report include:
-- Consumers are in a different state of mind on the open web. 58 percent
of people say that when using the open web, they are "curious and in a
mood to learn more," more than twice the number that feel that way when
using Facebook or Instagram. Additionally, over 25 percent of people
using Facebook or Instagram say they are "zoning out and not paying
attention," more than 3X the people that say that about the open web.
-- The open web is a trusted and key source of information. 74 percent of
people say they trust content they consume on open web websites more
than those they read (or see links to) on Facebook, Instagram or
YouTube. When looking for "high-quality" content more people say they
turn to open web first than FB + Instagram + YouTube combined.
-- Ads on the open web are effective. The open web is the place where
consumers report they are most likely to find relevant ads, and when
asked where the most effective and impactful ads are, the open web
ranked higher than Amazon, Facebook, Instagram or YouTube
-- Consumers would rather see ads than pay for content. Only 22 percent of
people say they would be willing to pay to remove ads from their
favorite site on the open web, and 21 percent say they would be willing
to pay to remove ads from Facebook, Instagram or YouTube. On average,
people would pay just $2/month to remove ads. These stats highlight the
critical role that advertising will continue to have in the digital
media ecosystem.
"Consumers spend more time on the open web than the walled gardens, the open web is the place they go for trusted information, it is where they start their searches when looking for information on businesses or gifts to buy, and it's also the place where they report finding the most relevant and impactful ads," said John Gentry, CEO of OpenX. "It's clear that brand marketers would benefit from shifting more ad spend to the open web, but to accelerate a shift in buyer investment, marketers need a true people-based marketing solution outside of the walled gardens that enables them to reach consumers with the same ease and effectiveness those closed environments deliver."
This survey was conducted on behalf of OpenX in January 2020 by The Harris Poll, a global market research firm based in NYC with over 50 years of history in polling. A 15-minute online survey was completed by 2,000 people aged 18 years and older in the United States. Results were weighted for age, gender, region, urbanicity, race/ethnicity, education, marital status, household income, and/or socio-economic status to be nationally representative, with a margin of error of two percent at a 95 percent confidence level.
To download the full report, visit, www.openx.com/openwebresearch
Media Contact: press@openx.com
View original content to download multimedia:http://www.prnewswire.com/news-releases/new-report-from-openx-and-the-harris-poll-highlights-reasons-for-brand-marketers-to-shift-spend-towards-open-web-301021252.html
SOURCE OpenX Technologies, Inc.
|
|
|
|
|
|
 |
Asetek - Mandatory Notification of Trade | Jan 22, 2026
|
|
Tomorrowland Brings the Magic to Shanghai for a Spectacular First Indoor Edition in China | Jan 22, 2026
|
|
BC.GAME to Host "Stay Untamed" Night During Abu Dhabi's Packed Web3 Summit Week | Jan 22, 2026
|
|
Rent Manager Earned Best Real Estate Software Product Award and Multiple Review Badges from G2 Platform | Jan 22, 2026
|
|
Auburn University's Applied Research Institute Expands Advanced Manufacturing Capabilities with CF3D Enterprise Cell | Jan 22, 2026
|
|
California Divorce Mediation Center Unveils Modern Website Redesign | Jan 22, 2026
|
|
AMPERA ANNOUNCES LOCATION FOR GLOBAL HEADQUARTERS | Jan 22, 2026
|
|
Gemmy Alerts Customers: Fake Websites Target Holiday Decorators | Jan 22, 2026
|
|
Immutable Announces First Co-Founder-Hosted Live Webinar: How to Dominate Your Steam Launch | Jan 22, 2026
|
|
Culture and tourism sectors thrive in Xiamen | Jan 22, 2026
|
|
|
|
