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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 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: Slideshares: LinkedIn: