Consumers want the Internet to be ad-supported

As per IBM research report:

• For both mobile and PC video, 70% of consumers prefer ad-supported models over consumer-paid models. (IBM study across 6 major international markets)

• 67% of US consumers ages 25-34 and 75% of consumers aged 13-24 would “be willing to be exposed to online ads in exchange for free content.” 66% of all Internet users would click on more online ads if they were better targeted to them. (Deloitte)

The challenges are still being

• Measurement standardization/simplification
• Cross-media measurement
• Antiquated media-mix modeling
• Overuse/misapplication of DR standards and methodologies
• Creative shabbiness

Source: “IBM Study Shows Consumers Will Accept New Forms of Advertising If Companies Follow Their Rules,” IBM Press Release,Nov. 17, 2008, URL: http://www‐03.ibm.com/press/us/en/pressrelease/26077.wss; Deloitte Study quoted in “Survey: More online ads, free content,” Forbes, December 26, 2007, link: http://techland.blogs.fortune.cnn.com/2007/12/26/survey‐more‐online‐ads‐free‐content/