Walled Gardens VS. Open Web Research Report 2020
See how consumers view the open web vs. walled gardens and learn how the open web can be better leveraged by brand marketers for a more balanced marketing mix.Download the Report
In collaboration with The Harris Poll, OpenX conducted a nationwide study with 2000 U.S. consume
Key findings from the research have been remarkable and further proves that marketers have been over-indexing their spend on Walled Gardens when compared to the Open Web.
of consumers turn to the Open Web first for information on a business
of consumers turn to the Open Web first for products to buy
of consumers turn to the Open Web first for ideas on gifts
Consumers Find Advertisements on the Open Web More Relevant than Advertisements on Walled Gardens
When compared to walled gardens like Facebook, Instagram, YouTube, and Amazon, the open web is the place where consumers are most likely to find ads that are relevant to them.
Where are you most likely to find advertisements relevant to you?
The Open Web is where consumers find advertisements to be most impactful
Consumers find Open Web advertisements to be the most impactful when compared to Walled Gardens like Facebook, Instagram, YouTube, and Amazon.