Audience Fragmentation and Shift of Power by Augustine Fou

  • 46,566 views
Uploaded on

As audiences fragment in search of more specific content, it is harder for advertisers to do 'reach and frequency' advertising. But should they?

As audiences fragment in search of more specific content, it is harder for advertisers to do 'reach and frequency' advertising. But should they?

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
46,566
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
0
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. AudienceFragmentation Dr. Augustine Fou http://linkedin.com/in/augustinefou Marketing Science Consulting Group, Inc.
  • 2. Increasingly niche content Broadcast Cable Online Video mass audience niche audience individuals ‟80s-‟98 ‟99-‟12 ‟05-presNovember 15, 2012 2
  • 3. Audiences fragment … Since the mid 80s broadcast networks share of the prime-time audience has plunged from 85% to less than 50% as audiences shifted to cable. Source: Nielsen 2007 … in search of more specific contentNovember 15, 2012 3
  • 4. Increasing ease of publication HTML Coding Blogs Social Networks <!DOCTYPE html> <html> <body> <h1>My First Heading</h1> <p>My first paragraph.</p> </body> </html> only developers writers/individuals everyone „90s 2000s ‟05-presNovember 15, 2012 4
  • 5. Led to the explosion … 670M hostnames 200M active domains …of content and sites online.November 15, 2012 5
  • 6. Audiences fragment … Content Portals Major Blogs Facebook Twitter audience size … in search of more specific content.November 15, 2012 6
  • 7. Users trust peers most … 92% trust “recommendations from people I know” 47% trust “ads on TV” Source: Nielsen, April 2012 33% trust “online banner ads” 29% trust “text ads on mobile phones” … and ads the least.-7- Augustine Fou
  • 8. So what? “Audiences have fragmented so they are harder to reach en masse (e.g. through TV or portals); power has shifted to users so they trust and rely on ads less. What do you do? What if you also relied less on „reach and frequency‟ advertising?” - Dr. Augustine FouNovember 15, 2012 8
  • 9. Dr. Augustine Fou – Chief Digital Strategist “I show clients how they need to evolve their advertising and marketing in the new digital world.” 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://www.clickz.com/author/1151/augustine-fou Slideshares: http://www.slideshare.net/augustinefou LinkedIn: http://www.linkedin.com/in/augustinefouNovember 15, 2012 acfou@mktsci.com 9