Which companies are faring better? Companies that are ad revenue based or ones that users actually value enough to pay for directly - native monetization?
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Native Monetization vs Ad Supported Revenues
1. Native Monetization is
Always Better than Ad
Supported
Dr. Augustine Fou @acfou
http://linkedin.com/in/augustinefou
Marketing Science Consulting Group, Inc.
New York, NY 646 867 0826
July 23, 2012 1
2. Ad-supported companies
WBMD -68% since May 2011 peak click
GRPN -72% since Nov 2011 peak click
ZNGA -65% since March 2012 peak click
P -48% since July 2011 peak click
DMD -58% since April 2011 peak click
FB -25% since May 2012 peak click
July 23, 2012 2
6. Revenue per Time Spent
LNKD $1.30 per user/hour
FB $0.06 per user/hour
HBO $0.28 per user/hour
GOOG $0.35 per user/hour
Financial Times $3.66 per user/hour
Source: Forbes, July 26, 2012
July 23, 2012 6
7. So What?
“Of all the Internet IPOs recently, only
LNKD has held up; its „native monetization‟
revenues (70% of revs) means people find it
valuable enough to actually pay for, versus
ad-supported sites. Try to find native
monetization companies.”
- Dr. Augustine Fou
April 25, 2012 7
8. 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 helps clients make the transition from “traditional”
advertising to marketing that is optimized for the new
digital world.
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.clickz.com/author/1151/augustine-fou
Slideshares: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou
July 23, 2012 8
acfou@mktsci.com