A survey conducted by Harris Interactive for Goo Technologies in September 2014 revealed that 29 percent of United States Internet users felt that pop-up ads would not last through the next decade, representing the largest percentage in the formats studied. Banners followed pop-up ads according to 19 percent of the respondents, eMarketer reported.

Other advertising types fared significantly better. For example, mobile ads associated with video are considered the likeliest to survive over the next 10 years, according to 94 percent of respondents. Advertisers feel the same way. In fact, according to eMarketer estimates, U.S. mobile ad spending will reach $18.99 billion in 2014 before increasing 50 percent, reaching $24.48 billion in 2015. U.S. digital video ad spending will increase 56 percent in 2014, as well, reaching $5.96 billion, and is expected to increase 30.4 percent in 2015 to reach $7.77 billion.

Both Harris Interactive and Goo Technologies found that most consumers do expect advertising changes in the next decade. Just 11 percent disagree, according to eMarketer. Most of the respondents—58 percent—indicated that advertisers would have increased personal data in ten years and 52 percent indicated that demographically targeted advertising would see improvement, as well. What’s more, advertising, including animated billboards; geolocation services; and advanced technology will see an increase, according to the survey, wrote eMarketers. Advanced technology included retina scanning, for example.

ITBusiness pointed at that, when looking over the past decade in advertising, there have been significant changes. Also, with display ads enduring in the digital world during this time period, we should expect to see big changes in the next decade, especially given that spending on ads in this realm is also expected to see large increases. U.S. Internet users agree, according to the survey, which involved 2,029 respondents, wrote ITBusiness.

More than double the amount of men—9 percent—compared with women, at 4 percent—predict that contextual advertising will not survive the next decade. Contextual ads, explained ITBusiness are those ads that target users based on previously viewed content.

ITBusiness notes that, while these types of surveys do not provide guarantees on the ways in which advertising is expecting to change over the next decade, the responses are important for marketers. For example, perhaps people are predicting that they will not be seeing pop-up ads in 10 years because they do not like this type of advertising, they find the ads annoying, and they are hoping pop-ups will soon be a thing of the past.