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Why Digital Media is Killing Traditional Advertising

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20 mins Keynote presented at Kreative.Asia in Malaysia 2012. A quick look at how Digital media is arguably "killing" traditional advertising, but at the end, it's integration of the two that will lead to better advertising

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Why Digital Media is Killing Traditional Advertising

  1. 1. MING CHANCEO THE1STMOVEMENTTWITTER @MINGATT1M
  2. 2. WHY DIGITAL MEDIA IS KILLINGTRADITIONAL ADVERTISING
  3. 3. $489B USDGLOBAL AD SPEND ZenithOptimedia, March, 2012
  4. 4. 162% CMO Survey, February, 2012
  5. 5. 14% CMO Survey, February, 2012
  6. 6. 50% DataXu, February, 2012
  7. 7. U.S. 2010 >
  8. 8. CHINA 2012 >
  9. 9. BY 2016 >
  10. 10. v.s.+30% +14% Nielsen Company, 2011
  11. 11. $15M
  12. 12. $20M
  13. 13. BRANDS CONSUMERS14
  14. 14. 2.3B WORLD POPULATION Nielsen Online, December, 201115
  15. 15. 1.5B TOTAL # OF PC Gartner, 201116
  16. 16. 5.6B TOTAL # OF MOBILE PHONES Gartner, 201117
  17. 17. 120M+ TOTAL # OF TABLET USERS eMarketer, November 201118
  18. 18. 3 HOURS PER DAY Nielsen, November 201119
  19. 19. ENGAGEMENT +MEASURABILITY
  20. 20. $20 AVERAGE ROI PER $1 IN AD SPENDING$15$10 $5 INTERNET NEWSPAPER MAGAZINE RADIO TV Direct Marketing Association (DMA), December, 2011
  21. 21. ENGAGEMENT +MEASURABILITY
  22. 22. v.s. ?
  23. 23. DEATH ?
  24. 24. + !
  25. 25. ENGAGEMENT +MEASURABILITY
  26. 26. REACH +FREQUENCY
  27. 27. 65M IMPRESSIONS 25% VS 8% INDUSTRY .30% +2.3%VS .15% INDUSTRY SALES
  28. 28. FREQUENCYREACHENGAGEMENTMEASURABILITY
  29. 29. INTEGRATE DIGITAL ANDTRADITIONAL TO CREATESUCCESSFUL CAMPAIGNS
  30. 30. THANKS!MING CHANCEO THE1STMOVEMENTTWITTER @MINGATT1M

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