Advertising executives anticipate that Netflix will be offering advertising sponsorships and availabilities within the next two-to-three years, according to a new survey conducted by MyersBizNet in association with Vision Critical and MediaVillage. Thirty-one percent of respondents to the 300-person survey believe Netflix will add advertising before the second season of the new Arrested Development series, scheduled to be offered by the streaming service in 2014. Sixty-two percent expect ad insertion within the next three years and another six percent within five years. Less than one percent believe Netflix will never offer ad inventory to marketers.
Digital Ad Spending Will Surpass Legacy Dollars in 2019
Also in the MyersBizNet survey, more than 90% of advertiser and agency executives accurately forecast that digital ad spending will surpass digital spending by 2022. The official MyersBizNet projection that digital will surpass legacy advertising in 2019 is below. Here are the predictions of the ad execs surveyed, followed by MyersBizNet official forecast.
| MyersBizNet Survey of Advertising Executives September 2013 | |||||||
| When do you believe total digital ad revenues (excluding search) is projected to surpass traditional media ad revenues? | |||||||
| 2015-2017 | 21.40% | ||||||
| 2018-2019 | 35.70% | ||||||
| Before 2022 | 34.80% | ||||||
| Before 2028 | 3.10% | ||||||
| After 2028 | 4.90% | ||||||
| 2013 MyersBizNet Forecast of Advertising Expenditures – Legacy and Digital Media | |||||||
| (Details by medium available to MyersBizNet members at www.myersbiz.net and by request to jm@jackmyers.com) | |||||||
| 2013 | 2015 | 2017 | 2018 | 2019 | 2020 | ||
| Legacy Advertising | $145,250 | $142,100 | $139,400 | $140,750 | 135, 500 | $139,600 | |
| Digital Advertising | $45,600 | $71,500 | $106,600 | $125,700 | $143,000 | $161,300 | |
| Source: MyersBizNet | |||||||
Male Ad Execs Not Turned On by Social TV...Females Attracted to Lifestyle and News Sites
MyersBizNet survey respondents were also asked to identify the types of websites they visit regularly. Leading the list are search and social networking sites, followed closely by news sites and video sites. Males are more likely to visit TV, sports and video sites while females are far more likely to visit magazine/newspaper, lifestyle, social TV and gaming sites
| MyersBizNet | ||||||
| Sites Visited by Advertising Executives, September 2013 | ||||||
| Total Respondents | Male Respondents | Female Respondents | ||||
| Search Sites | 95% | 92% | 98% | |||
| Social Networking Sites | 94% | 95% | 93% | |||
| News Sites | 92% | 84% | 100% | |||
| Online Video Sites | 85% | 100% | 72% | |||
| Magazine/Newspaper Sites | 80% | 60% | 98% | |||
| Lifestyle Sites | 66% | 31% | 98% | |||
| TV Network/Programming Sites | 60% | 66% | 55% | |||
| Sports Sites | 51% | 73% | 31% | |||
| TV Station Sites | 51% | 25% | 77% | |||
| Social TV Sites | 37% | 10% | 60% | |||
| Radio Station Sites | 36% | 42% | 31% | |||
| Gaming Sites | 34% | 18% | 48% | |||
| Children’s Sites | 13% | 0% | 24% | |||
| Source: MyersBizNet Industry Survey September 2013 | ||||||
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