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Display Ad Effectiveness Starts at Two Percent by Augustine Fou

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Display Ad Effectiveness Starts at Two Percent by Augustine Fou

  1. 1. UPDATE: January 2014 Display Ad Maximum Possible Effectiveness Human (not bot) (Solve Media) Viewable (comScore) 71% 46% x x Not AdBlocked (PageFair) 77% 25% 25% of ads are human/viewable/not-blocked x $7.7B $5.8B IAB: 21% of $36.6B FY 2012 Ad Spend Other 75% wasted -1- Augustine Fou
  2. 2. Suspicious/Confirmed Bot Traffic 51% suspicious 22-29% confirmed bot Source: Solve Media via Marketing Charts September 12, 2013 -2- Source: Solve Media Dec 31 2013 Augustine Fou
  3. 3. 54% Online Ads Aren’t In View Source: comScore June 2013 via MarketingCharts -3- Augustine Fou
  4. 4. 23% of Users Use Adblockers Source: PageFair, August 2013 Average Adblocking Rate 22.7% -4- Augustine Fou
  5. 5. Dr. Augustine Fou – Digital Consigliere “I advise clients on optimizing advertising and marketing spend; and this includes reducing or eliminating waste. In digital channels, the large amounts of data allow us to detect and mitigate quickly.” 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://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou -5- @acfou Augustine Fou
  6. 6. APPENDIX -6- Augustine Fou
  7. 7. 5% Ad Impressions Properly Targeted Source: Nielsen, October 2011 -7- Augustine Fou
  8. 8. “5 in 10 ads never seen by their target audiences” (46% assumed to be viewable) Source: comScore Report June 2013 -8- Augustine Fou
  9. 9. May 2013 Display Ad MPE Maximum Possible Effectiveness Human (not bot) (Solve Media) Viewable (comScore) 71% 70% x Properly Targeted (Nielsen) x 5% 2.4% 50% of ads are human/viewable Other 50% wasted -9- x $7.7B $3.8B Augustine Fou
  10. 10. IAB Full Year 2012 Source: IAB 2012 Annual Report - 10 - Augustine Fou

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