What will online advertising look like in the next 10 years? If you ponder that question considering that display ads have somehow survived the last 10 years in the digital realm, it seems likely that we’ll experience a lot more change over the next decade as spending on ads in this channel experiences some big growth.

U.S. Internet users think so at least, as a poll conducted by Harris Interactive for Goo Technologies reveals. When asked what types of ads will not survive in the next 10 years, here’s what the survey sample of 2,029 had to say:

  • Pop-up ads are the most likely type to vanish 10 years from now, with 29 per cent of respondents naming it. The second most likely ad to vanish was banner ads, at 19 per cent.
  • Mobile ads that include video are by far the most likely to be around in 10 years, with 94 per cent of respondents saying it’d survive.
  • More than twice the number of men (nine per cent) compared to women (four per cent) predict contextual ads will not survive the next 10 years. This would be an ad targeting a user based on previous content they’ve viewed online, for example.

Set your compass for digital advertising future

Obviously a mass survey like this isn’t meant to serve as the most accurate predictor of how advertising really will change in the next 10 years. Average people might not know what the future holds for the industry, but the answers are worth considering for marketers. Why is it that most people predict they won’t see pop-up ads in 10 years? Likely because they find them annoying and are giving a hopeful response that they’ll disappear soon.