Augustine Fou- 1 -
2012 - $107B
2016E - $107B
branding performance
“Soup and Soda” “Cars and Computers”
Television ($70B, ...
Augustine Fou- 2 -
What are we seeing?
“Users’time-spent-with-media is changing.”
“But more importantly, the forms of adve...
Augustine Fou- 3 -
Prediction
“Branding dollars will continue shift
into digital and will seek the most
massive reach – Fa...
Augustine Fou- 4 -
Print Declining Double-digits
Augustine Fou- 5 -
Time Spent with Media
Combination of “online” and
“mobile” (38%) is already nearly
that of “”TV” (42%)
Augustine Fou- 6 -
New Revenues Not Enough to
Offset Ad Revenue Drop
Source: Newspaper Association of America
Source: Busi...
Augustine Fou- 7 -
Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing their
advertising across channe...
Augustine Fou- 8 -
APPENDIX
Augustine Fou- 9 -
Newspaper Ad Revenue Falls
Source: State of the News Media 2012
Augustine Fou- 10 -
Magazine Ad Revenues Fall
Source: Google, NAA, PIB
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Advertising Polarizing To Branding Versus Performance by Augustine Fou PhD

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Advertising Polarizing To Branding Versus Performance by Augustine Fou PhD

  1. 1. Augustine Fou- 1 - 2012 - $107B 2016E - $107B branding performance “Soup and Soda” “Cars and Computers” Television ($70B, 2012) Digital ($37B, 2012) Display (Facebook) 22% Search (Google) 46% Other 32%55% 45% Broadcast Cable Television ($60B, 2016E) Digital ($47B, 2016E) 42% 49% Other 9%51% 49% Broadcast Cable Branding (Facebook) Performance (Google) Polarizing Advertising
  2. 2. Augustine Fou- 2 - What are we seeing? “Users’time-spent-with-media is changing.” “But more importantly, the forms of advertising that are neither ‘mass reach’nor ‘performance’will fall in between the cracks. Because they don’t have large enough reach and they are not performance oriented, magazines and newspapers are falling the hardest.” - Dr. Augustine Fou
  3. 3. Augustine Fou- 3 - Prediction “Branding dollars will continue shift into digital and will seek the most massive reach – Facebook display ads; while other ‘big-ticket’and ‘complex product’categories will use digital in a performance way – e.g. search.” - Dr. Augustine Fou
  4. 4. Augustine Fou- 4 - Print Declining Double-digits
  5. 5. Augustine Fou- 5 - Time Spent with Media Combination of “online” and “mobile” (38%) is already nearly that of “”TV” (42%)
  6. 6. Augustine Fou- 6 - New Revenues Not Enough to Offset Ad Revenue Drop Source: Newspaper Association of America Source: Business Insider Dec 2012
  7. 7. Augustine Fou- 7 - Dr. Augustine Fou – Digital Consigliere “I advise clients on optimizing their advertising across channels and tactics, selecting the ones that have the largest business impact 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 ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou Slideshares: http://www.slideshare.net/augustinefou LinkedIn: http://www.linkedin.com/in/augustinefou
  8. 8. Augustine Fou- 8 - APPENDIX
  9. 9. Augustine Fou- 9 - Newspaper Ad Revenue Falls Source: State of the News Media 2012
  10. 10. Augustine Fou- 10 - Magazine Ad Revenues Fall Source: Google, NAA, PIB

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