Users Fight Back Against Ads by Augustine Fou

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If you send unwanted ads to people, they WILL kick your *ss; wouldn’t it be better if you better enabled them to find you? Awareness in the digital world is not about shouting; it’s about attracting.

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Users Fight Back Against Ads by Augustine Fou

  1. 1. Users are in Charge Dr. Augustine Fou Credentials http://slidesha.re/Hbud5s April 19, 2012.Users Fight Back Against Ads Image credit: http://inspirationalonoure.tumblr.com/post/2436816445/ffs Image credit: http://hirealexis.files.wordpress.com/2012/01/fist-pump-baby.jpg
  2. 2. People ignore 88 – 94% of all ads Source: Harris Interactive Poll, December 2010April 19, 2012. 2
  3. 3. 2/3rds say they receive “too much” Source: Feb 24, 2012 “2012 Digital Advertising Attitudes Report” via @eMarketerApril 19, 2012. 3
  4. 4. 2/3rds ignore, delete, unsubscribe “this is what gmail filters are made for!” Source: Feb 24, 2012 “2012 Digital Advertising Attitudes Report” via @eMarketerApril 19, 2012. 4
  5. 5. Spam/Ads on Phone Most Unacceptable “don‟t friggin‟ spam-text me at 3a in the morning!” Source: Feb 24, 2012 “2012 Digital Advertising Attitudes Report” via @eMarketerApril 19, 2012. 5
  6. 6. Users avoid looking atbanner ads Image credit: http://www.useit.com/alertbox/banner-blindness.htmlApril 19, 2012. 6
  7. 7. Users avoid looking atsearch ads Image credit: http://training.seobook.com/serps-information-scentApril 19, 2012. 7
  8. 8. Users abandon ad-clutteredsites Source: Burst Media Nov 2008April 19, 2012. 8
  9. 9. 40% of display ads never seen comScore: 18 campaigns, nearly 3,000 placements, 380,898 site domains and 1.8 billion ad impressions. Participating marketers included Allstate, Chrysler, Findings: Discover, eTrade, Ford, General Mills, HTC, Kelloggs, Kimberly Clark, Kraft Foods and Sprint. • Over 38% of online display ads are never seen Findings: nearly a third (31%) of online display ads are never • Of the ones that are seen, seen, and 72% of campaigns 75% are viewed for less had at least some ads running than 0.5 seconds next to objectionable content. Source: comScore, March 26, 2012 Source: AdSafe, Q4 2011April 19, 2012. 9
  10. 10. Users avoid looking atFacebook ads Image credit: http://bit.ly/HXYUiv Image credit http://eyetrackshop.com/April 19, 2012. 10
  11. 11. Retailers can’t dupe customersin stores any more. “no, that isn‟t the „best price on earth‟ and the reviews aren‟t even that good… ” 12% of consumers compare prices in-store using mobile device. Source: comScoreApril 19, 2012. 11
  12. 12. MAJORITY of Users Skip TV Ads 65% 65% 54%April 19, 2012. 12
  13. 13. See more examples of consumersexercising their power … Power of Social Media Illustrated by Augustine Fou http://slidesha.re/HnsgSmApril 19, 2012. 13
  14. 14. So what? “If you send unwanted ads to people, they WILL kick you out; wouldn‟t it be better if you better enabled them to find you? Awareness in the digital world is not about shouting; it‟s about attracting.” - Dr. Augustine FouApril 11, 2012 14
  15. 15. Dr. Augustine Fou – Chief Digital Strategist Dr. Augustine Fou is an industry-recognized thought leader in digital strategy, search and social media marketing and former Group Chief Digital Officer of Omnicoms Healthcare Consultancy Group. Dr. Fou has over 16 years of management consulting and digital strategy consulting experience, advising CMOs, marketing executives, and global brands. He pioneered the application of the Unified Marketing™ framework to optimize marketing across both traditional and digital channels and tactics. 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.slideshare.net/augustinefou LinkedIn: http://www.linkedin.com/in/augustinefouApril 11, 2012 15 acfou@mktsci.com

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