Augustine Fou- 1 -
Digital Ad Spending
Branding vs Direct Response
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @m...
Augustine Fou- 2 -
Allocation of Digital Budget
Source: Gartner March 2013
Augustine Fou- 3 -
Digital Ad Spending Spectrum
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Direct Response
Branding
Augustine Fou- 4 -
eMarketer Dec 2013
CPG and entertainment
focused their digital ad
spend on branding like
tactics (displ...
Augustine Fou- 5 -
eMarketer Dec 2013
Retail was the biggest
spender (in dollar
amount), followed by
financial services an...
Augustine Fou- 6 -
Related Articles
Future of Advertising
By: Augustine Fou, March 2013
Why Digital Kicks Traditional
By: ...
Augustine Fou- 7 -
Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing
advertising across all channels...
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Digital Ad Spending Branding vs Direct Response by Augustine Fou

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within digital ad spending, some industry categories focus their ad spend on branding like tactics like display ads and video ads, while other industry categories like travel and financial services focus on direct response. Overall, digital is still predominantly a direct response medium because of its two-way nature and the detailed metrics that we can obtain from it.

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Digital Ad Spending Branding vs Direct Response by Augustine Fou

  1. 1. Augustine Fou- 1 - Digital Ad Spending Branding vs Direct Response Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com January 2014
  2. 2. Augustine Fou- 2 - Allocation of Digital Budget Source: Gartner March 2013
  3. 3. Augustine Fou- 3 - Digital Ad Spending Spectrum 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Direct Response Branding
  4. 4. Augustine Fou- 4 - eMarketer Dec 2013 CPG and entertainment focused their digital ad spend on branding like tactics (display ads, video ads) while travel and retail focused their digital ad spend on direct response tactics like search and content.
  5. 5. Augustine Fou- 5 - eMarketer Dec 2013 Retail was the biggest spender (in dollar amount), followed by financial services and automotice.
  6. 6. Augustine Fou- 6 - Related Articles Future of Advertising By: Augustine Fou, March 2013 Why Digital Kicks Traditional By: Augustine Fou, March 2012 Video Ads Destroy TV Ads By: Augustine Fou, April 2012 Mythbusting Advertising By: Augustine Fou, June 2012 Augustine Fou- 6 - State of Online Video Ads By: Augustine Fou, December 2013 How Display Fraud Works By: Augustine Fou, May 2013 How Click Fraud Works By: Augustine Fou, November 2013 The Biggest Lies of TV Advertising By: Augustine Fou, May 2012
  7. 7. Augustine Fou- 7 - 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 @acfou ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou

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