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.

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. People ignore 88 – 94% of all ads
Source: Harris Interactive Poll, December 2010
April 19, 2012. 2

3. 2/3rds say they receive “too much”
Source: Feb 24, 2012 “2012 Digital Advertising Attitudes Report” via @eMarketer
April 19, 2012. 3

4. 2/3rds ignore, delete, unsubscribe
“this is what
gmail filters
are made for!”
Source: Feb 24, 2012 “2012 Digital Advertising Attitudes Report” via @eMarketer
April 19, 2012. 4

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 @eMarketer
April 19, 2012. 5

6. Users avoid looking at
banner ads
Image credit: http://www.useit.com/alertbox/banner-blindness.html
April 19, 2012. 6

7. Users avoid looking at
search ads
Image credit: http://training.seobook.com/serps-information-scent
April 19, 2012. 7

8. Users abandon ad-cluttered
sites
Source: Burst Media Nov 2008
April 19, 2012. 8

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,
Kellogg's, 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 2011
April 19, 2012. 9

10. Users avoid looking at
Facebook ads
Image credit: http://bit.ly/HXYUiv Image credit http://eyetrackshop.com/
April 19, 2012. 10

11. Retailers can’t dupe customers
in 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: comScore
April 19, 2012. 11

12. MAJORITY of Users Skip TV Ads
65%
65%
54%
April 19, 2012. 12

13. See more examples of consumers
exercising their power …
Power of Social Media Illustrated by Augustine Fou http://slidesha.re/HnsgSm
April 19, 2012. 13

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 Fou
April 11, 2012 14

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
Omnicom's 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/augustinefou
April 11, 2012 15
acfou@mktsci.com