Total Ad Market
Sizing
Dr. Augustine Fou <acfou @ mktsci.com>
http://www.linkedin.com/in/augustinefou
November 2013

-1-

...
Top U.S. Ad Categories

Source: Kantar Media, FY 2011 report
-2-

Augustine Fou
Top U.S. Ad Spenders

Source: Kantar Media, June 2013
-3-

Augustine Fou
Internet Ad Revenues by Sector

-4-

Augustine Fou
Digital Ad Spending by Industry

-5-

Augustine Fou
Addressable Markets

-6-

Augustine Fou
Automotive - $13.9B
Car Dealerships
Auto manufacturers spend money
on TV to generate awareness.
Local and regional dealers...
Retail - $10.0B
Retailers need more detailed
metrics about whether national
and local ads brought people
into retail store...
Financial Services - $9.1B
Bank Branches
Physical bank branches are
expensive; financial services
companies need to drive
...
Telecom - $8.6B
Wireless Stores
National and local spending to
drive customers into wireless
stores (standalone and mall-b...
Grocery/CPG - $6.4B
CPG and
food/beverage
manufacturers
currently lack realtime
data about whether
their advertising (loca...
Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing
advertising across all channels. Using
insights an...
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Advertising Market Sizing by Industry and Biggest Spenders

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Biggest ad spenders in traditional and digital advertising.

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Advertising Market Sizing by Industry and Biggest Spenders

  1. 1. Total Ad Market Sizing Dr. Augustine Fou <acfou @ mktsci.com> http://www.linkedin.com/in/augustinefou November 2013 -1- Augustine Fou
  2. 2. Top U.S. Ad Categories Source: Kantar Media, FY 2011 report -2- Augustine Fou
  3. 3. Top U.S. Ad Spenders Source: Kantar Media, June 2013 -3- Augustine Fou
  4. 4. Internet Ad Revenues by Sector -4- Augustine Fou
  5. 5. Digital Ad Spending by Industry -5- Augustine Fou
  6. 6. Addressable Markets -6- Augustine Fou
  7. 7. Automotive - $13.9B Car Dealerships Auto manufacturers spend money on TV to generate awareness. Local and regional dealerships spend money to bring potential buyers into dealerships (e.g. $300 per test drive) -7- Augustine Fou
  8. 8. Retail - $10.0B Retailers need more detailed metrics about whether national and local ads brought people into retail store locations. -8- Augustine Fou
  9. 9. Financial Services - $9.1B Bank Branches Physical bank branches are expensive; financial services companies need to drive customers into branches across a variety of financial products. -9- Augustine Fou
  10. 10. Telecom - $8.6B Wireless Stores National and local spending to drive customers into wireless stores (standalone and mall-based) - 10 - Augustine Fou
  11. 11. Grocery/CPG - $6.4B CPG and food/beverage manufacturers currently lack realtime data about whether their advertising (local or national) has driven users into stores where their products are sold. - 11 - Augustine Fou
  12. 12. Dr. Augustine Fou – Digital Consigliere “I advise clients on optimizing advertising across all channels. Using insights and fast-feedback loops from digital, we can not only target brand ads better, but we can shift towards more detailed measurement and ROI.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou - 12 - @acfou Augustine Fou

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