User Time Spent with Media             2012             42% - Time Spent with TV             38% - Time Spent with Online ...
U.S. Ad Spending by Channel                                              Online is 38%                                 Bro...
Time Spent vs Ad Spend      Source: KPCB Internet Trends Year-End Update, Dec 2012-3-                                     ...
U.S. Ad Spending by Share         Source: eMarketer, Dec 2012-4-                                    Augustine Fou
U.S. Ad Spending by Media                                       23.7%                                       19.5%         ...
U.S. Digital Ad Spending by Format         Source: eMarketer Sept 2012-6-                                    Augustine Fou
Digital Ad Spending by Type               Source: IAB, PwC April 2012-7-                                   Augustine Fou
Digital Ad Type Trend by Share        Source: IAB/PwC FY 2011 Report, April 2012-8-                                       ...
Looking out 5 years 2011             Television ($69B, 2011)               Digital ($32B, 2011)             57%           ...
Trend Commentary   • Overall ad market will shrink because digital introduces     new efficiencies into the system, so few...
So What?     “Even awareness ad dollars in search of     mass reach will shift online to places like     Facebook where pe...
Dr. Augustine Fou – Digital Consigliere  “I show clients how they need to  evolve their advertising and  marketing in the ...
APPENDIX- 13 - 15, 2012.November           13   Augustine Fou
Percent of Budgets in Digital         Source: eMarketer Feb 2012- 14 -                                Augustine Fou
Marketers to DECREASE                  Source:                  http://www.marketingcharts.com/wp/television/marketer     ...
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Key Digital Marketing Traditional Advertising Ratios by Augustine Fou Digital Consigliere

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Key Digital Marketing Traditional Advertising Ratios by Augustine Fou Digital Consigliere

  1. 1. User Time Spent with Media 2012 42% - Time Spent with TV 38% - Time Spent with Online + Mobile What is the percent time spent on internet and mobile? What is the percent time spent watching TV?-1- Augustine Fou
  2. 2. U.S. Ad Spending by Channel Online is 38% Broadcast Television is 42% What percent of total U.S. ad spend is online? 38% Source: IAB and Business Insider Oct 2012-2- Augustine Fou
  3. 3. Time Spent vs Ad Spend Source: KPCB Internet Trends Year-End Update, Dec 2012-3- Augustine Fou
  4. 4. U.S. Ad Spending by Share Source: eMarketer, Dec 2012-4- Augustine Fou
  5. 5. U.S. Ad Spending by Media 23.7% 19.5% 18.5% 12.8% 11.1% 9.4% 4.0% 0.6% 0.4% Source: IAB, PwC April 2012-5- Augustine Fou
  6. 6. U.S. Digital Ad Spending by Format Source: eMarketer Sept 2012-6- Augustine Fou
  7. 7. Digital Ad Spending by Type Source: IAB, PwC April 2012-7- Augustine Fou
  8. 8. Digital Ad Type Trend by Share Source: IAB/PwC FY 2011 Report, April 2012-8- Augustine Fou
  9. 9. Looking out 5 years 2011 Television ($69B, 2011) Digital ($32B, 2011) 57% 43% 11% 62% 27% Broadcast Cable Facebook Google Other “Soup and Soda” performance branding/awareness “Cars and Computers” 2016 Television ($61B, 2016) Digital ($36B, 2016) 54% 46% 28% 63% 9% Broadcast Cable Facebook Google Other-9- Augustine Fou
  10. 10. Trend Commentary • Overall ad market will shrink because digital introduces new efficiencies into the system, so fewer dollars are need to achieve the same effect • Awareness ad dollars will always exist, but awareness spending will shift to digital channels – e.g. Facebook, because of its massive reach and better targeting (than TV, print, etc.) • The general trend is from impression based advertising towards performance; small-ticket, low consideration products (e.g. soda, cpg) will remain on the left side (awareness) while big-ticket, high consideration products will tend towards the right (performance)- 10 - Augustine Fou
  11. 11. So What? “Even awareness ad dollars in search of mass reach will shift online to places like Facebook where performance can be better measured; the rest of digital will continue trend towards performance and pay per action – e.g. search.” - Dr. Augustine Fou- 11 - Augustine Fou
  12. 12. Dr. Augustine Fou – Digital Consigliere “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/augustinefou- 12 - Augustine Fou
  13. 13. APPENDIX- 13 - 15, 2012.November 13 Augustine Fou
  14. 14. Percent of Budgets in Digital Source: eMarketer Feb 2012- 14 - Augustine Fou
  15. 15. Marketers to DECREASE Source: http://www.marketingcharts.com/wp/television/marketer s-say-theyre-shifting-focus-away-from-traditional- media-26578/- 15 - 15, 2012November 15 Augustine Fou

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