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Brands Insourcing Advertising Functions by Augustine Fou 2014
 

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, ...

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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    Brands Insourcing Advertising Functions by Augustine Fou 2014 Brands Insourcing Advertising Functions by Augustine Fou 2014 Presentation Transcript

    • Augustine Fou- 1 - Brands Insourcing Advertising Functions Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com June 2014
    • 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.
    • Augustine Fou- 3 - Apple Advertising Source: Engadget June 2014 -- Apple turns up its advertising push with plans for 1,000-person internal agency
    • 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
    • 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.
    • 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
    • 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