Digital Ad Spending by Industry Augustine Fou 2014

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Digital ad spending is expected to hit $50B in the U.S. Retail, financial services, auto, telecom, and CPG remain the top 5 spenders in digital.

Digital ad spending is expected to hit $50B in the U.S. Retail, financial services, auto, telecom, and CPG remain the top 5 spenders in digital.

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  • 1. Augustine Fou- 1 - Digital Ad Spending March 2014 Data Dr. Augustine Fou acfou @mktsci .com May 2014
  • 2. Augustine Fou- 2 - Digital Ad Spending by industry Source: eMarketer March 2014
  • 3. Augustine Fou- 3 - 2014 59% performance 41% branding 2013 65% performance 33% branding Branding vs Performance Augustine Fou- 3 - In 2013 digital was 65% performance and 33% branding In 2014 and beyond, marketers are looking for more branding
  • 4. Augustine Fou- 4 - Ad spending in the U.S. Source: IAB Full Year 2013 reportIn 2013 Performance 65% CPM/Impressions 33% Hybrid/Other 2% Digital is Performance Augustine Fou- 4 -
  • 5. Augustine Fou- 5 - Source: Gartner March 2013 Allocation of Digital Budget
  • 6. Augustine Fou- 6 - How They Spend Within Digital 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Direct Response Branding Direct response vs branding by industry Travel is heavily DR while entertainment is mainly brandingbranding direct response Direct response (performance) vs Branding by Industry
  • 7. Augustine Fou- 7 - 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.
  • 8. Augustine Fou- 8 - 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- 8 - 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
  • 9. Augustine Fou- 9 - 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: Slideshares: LinkedIn:
  • 10. Augustine Fou- 10 - APPENDIX
  • 11. Augustine Fou- 11 - eMarketer Dec 2013 Retail was the biggest spender (in dollar amount), followed by financial services and automotice.