AudienceFragmentation        Dr. Augustine Fou        http://linkedin.com/in/augustinefou        Marketing Science Consult...
Increasingly niche content          Broadcast           Cable         Online Video        mass audience      niche audienc...
Audiences fragment …                              Since the mid                              80s broadcast                ...
Increasing ease of publication    HTML Coding                        Blogs            Social Networks     <!DOCTYPE html> ...
Led to the explosion …                    670M hostnames                    200M active domains           …of content and ...
Audiences fragment …      Content Portals   Major Blogs   Facebook                                       Twitter       aud...
Users trust peers most …                 92% trust                 “recommendations from                 people I know”   ...
So what?   “Audiences have fragmented so they are   harder to reach en masse (e.g. through TV or   portals); power has shi...
Dr. Augustine Fou – Chief Digital Strategist  “I show clients how they need to  evolve their advertising and  marketing in...
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Audience Fragmentation and Shift of Power by Augustine Fou

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As audiences fragment in search of more specific content, it is harder for advertisers to do 'reach and frequency' advertising. But should they?

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Audience Fragmentation and Shift of Power by Augustine Fou

  1. 1. AudienceFragmentation Dr. Augustine Fou http://linkedin.com/in/augustinefou Marketing Science Consulting Group, Inc.
  2. 2. Increasingly niche content Broadcast Cable Online Video mass audience niche audience individuals ‟80s-‟98 ‟99-‟12 ‟05-presNovember 15, 2012 2
  3. 3. Audiences fragment … Since the mid 80s broadcast networks share of the prime-time audience has plunged from 85% to less than 50% as audiences shifted to cable. Source: Nielsen 2007 … in search of more specific contentNovember 15, 2012 3
  4. 4. Increasing ease of publication HTML Coding Blogs Social Networks <!DOCTYPE html> <html> <body> <h1>My First Heading</h1> <p>My first paragraph.</p> </body> </html> only developers writers/individuals everyone „90s 2000s ‟05-presNovember 15, 2012 4
  5. 5. Led to the explosion … 670M hostnames 200M active domains …of content and sites online.November 15, 2012 5
  6. 6. Audiences fragment … Content Portals Major Blogs Facebook Twitter audience size … in search of more specific content.November 15, 2012 6
  7. 7. Users trust peers most … 92% trust “recommendations from people I know” 47% trust “ads on TV” Source: Nielsen, April 2012 33% trust “online banner ads” 29% trust “text ads on mobile phones” … and ads the least.-7- Augustine Fou
  8. 8. So what? “Audiences have fragmented so they are harder to reach en masse (e.g. through TV or portals); power has shifted to users so they trust and rely on ads less. What do you do? What if you also relied less on „reach and frequency‟ advertising?” - Dr. Augustine FouNovember 15, 2012 8
  9. 9. Dr. Augustine Fou – Chief Digital Strategist “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/augustinefouNovember 15, 2012 acfou@mktsci.com 9

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