Augustine Fou- 1 -
Brands Insourcing
Advertising Functions
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .c...
Augustine Fou- 2 -
P&G Programmatic
Source: Adage June 2014 -- Procter &
Gamble Aims to Buy 70% of Digital Ads
Programmati...
Augustine Fou- 3 -
Apple Advertising
Source: Engadget June 2014 --
Apple turns up its advertising
push with plans for 1,00...
Augustine Fou- 4 -
Source: ANA via eMarketer, Sept 2013
Brands Use In-House “Agencies”
- 4 -
56% have
already
started
movi...
Augustine Fou- 5 -
Source: ANA via eMarketer, Sept 2013
What In-House “Agencies” Do
- 5 -
• Magazine ads
• Social media
• ...
Augustine Fou- 6 -
Dr. Augustine Fou – Digital Consigliere
“I study trends and advise clients on
staying on trend or getti...
Augustine Fou- 7 -
Related Articles
Augustine Fou- 7 -
http://www.slideshare.net/augustinefou/investment-thesis-ad-agency-...
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Brands Insourcing Advertising Functions by Augustine Fou 2014

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Brands are insourcing more functions to have better control and lower cost. Certain functions like social media should be done in-house so that brand representatives can be the voice of the brand, rather than having outside agencies represent.

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Transcript of "Brands Insourcing Advertising Functions by Augustine Fou 2014"

  1. 1. Augustine Fou- 1 - Brands Insourcing Advertising Functions Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com June 2014
  2. 2. Augustine Fou- 2 - P&G Programmatic Source: Adage June 2014 -- Procter & Gamble Aims to Buy 70% of Digital Ads Programmatically P&G, which declined to comment, spent $235 million of its $3.2 billion in measured media last year on internet display advertising, according to WPP's Kantar Media. With its own trading desk, P&G essentially eliminates middle players, though not ad networks.
  3. 3. Augustine Fou- 3 - Apple Advertising Source: Engadget June 2014 -- Apple turns up its advertising push with plans for 1,000-person internal agency
  4. 4. Augustine Fou- 4 - Source: ANA via eMarketer, Sept 2013 Brands Use In-House “Agencies” - 4 - 56% have already started moving work in- house to save costs
  5. 5. Augustine Fou- 5 - Source: ANA via eMarketer, Sept 2013 What In-House “Agencies” Do - 5 - • Magazine ads • Social media • Online display ads • Search engine marketing • Newspaper ads • Search engine optimization • Mobile advertising • Out of home advertising • Radio advertising • Tv advertising • Social Media • Display Ads • Search Marketing • Search Optimization • Mobile Ads Are being done in house because they can buy direct or use ad networks themselves.
  6. 6. Augustine Fou- 6 - Dr. Augustine Fou – Digital Consigliere “I study trends and advise clients on staying on trend or getting out in front of them. As clients move specific tasks in- house, agencies need to more quickly reinvent themselves and their revenue streams.” 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 @acfou ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: https://www.linkedin.com/today/author/84444-augustinefou
  7. 7. Augustine Fou- 7 - Related Articles Augustine Fou- 7 - http://www.slideshare.net/augustinefou/investment-thesis-ad-agency-sector- by-augustine-fou-april-2014 http://www.slideshare.net/augustinefou/ad-fraud-estimates-by-augustine-fou- technical-forensics-32293935 http://www.slideshare.net/augustinefou/agencies-are-being-disintermediated- by-augustine-fou-digital-consigliere http://www.slideshare.net/augustinefou/evolution-of-agency-compensation- by-augustine-fou-chief-digital-officer http://www.clickz.com/clickz/column/2205122/the-agencyclient- relationship-is-forever-changed

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