Augustine Fou- 1 -
Impact of Ads
is Short-Lived
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
June 2014
Augustine Fou- 2 -
Author’s Commentary
“The following 3 charts show search volume, sales
volume, and site traffic during a...
Augustine Fou- 3 -
Superbowl Ads - search
Source: Google Trends
Augustine Fou- 4 -
Trade Promotion - sales
Source: comScore
Augustine Fou- 5 -
Online Ads – site traffic
Source: Marketing Science
Huge spikes in traffic to
the brand website; but
no...
Augustine Fou- 6 -
Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing advertising
across all channels...
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The Impact of Ad Campaigns is Short-Lived by Augustine Fou 2014

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Using traditional forms of marketing, the impact of the ads are short lived -- in metrics like search volume, traffic to a website, or in-store sales.

Published in: Marketing, Business, Technology
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The Impact of Ad Campaigns is Short-Lived by Augustine Fou 2014

  1. 1. Augustine Fou- 1 - Impact of Ads is Short-Lived Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com June 2014
  2. 2. Augustine Fou- 2 - Author’s Commentary “The following 3 charts show search volume, sales volume, and site traffic during and after ad campaigns. While we all know that customers may make purchases long after the ad spending was turned off, the direct and immediate impact of the ads (e.g. causing users to search for specific products) is very short-lived.” This begs the question, whether brands can invest the same ad dollars in something else that is longer lasting (hint: content creation, social, etc.).”
  3. 3. Augustine Fou- 3 - Superbowl Ads - search Source: Google Trends
  4. 4. Augustine Fou- 4 - Trade Promotion - sales Source: comScore
  5. 5. Augustine Fou- 5 - Online Ads – site traffic Source: Marketing Science Huge spikes in traffic to the brand website; but notice how narrow the spikes are. They go back to baseline when the media dollars are turned off
  6. 6. Augustine Fou- 6 - Dr. Augustine Fou – Digital Consigliere “I advise clients on optimizing advertising across all channels. Most advertisers need to shift more dollars to digital channels where they can create longer-lasting value than just ads, which can drive large impact, but is very short-lived.” 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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