SlideShare una empresa de Scribd logo
1 de 12
Augustine Fou- 1 -
Shift of Dollars from
Traditional to Digital
Dr. Augustine Fou
http://linkd.in/augustinefou
Marketing Science Consulting Group, Inc.
Augustine Fou- 2 -
Digital Grew Rapidly
Source: IAB and Business Insider Oct 2012
Augustine Fou- 3 -
Digital Nearly Caught TV
Online is 38%
Television is 42%
Source: IAB and Business Insider Oct 2012
Augustine Fou- 4 -
Digital vs Other Traditional
Source: IAB/PwC FY 2012 Report, April 2013
Augustine Fou- 5 -
2012 Brand vs Direct ResponseBrand
Direct
Response
2012 US
Ad Spending
$162B
$100B
$62B
2012 US
Internet Ad
$37B
$12B
$24B39%
12%
Source: IAB/PwC FY 2012 Report, April 2013
Augustine Fou- 6 -
Trendlines
Source: IAB/PwC FY 2012 Report, April 2013
Augustine Fou- 7 -
Related Articles
Trends in Advertising
By: Augustine Fou, Nov 15, 2012
Digital Maturity by Industry
By: Augustine Fou, November 7, 2012
Grand Digital Canyon
By: Augustine Fou, November 11, 2010
Digital is a Philosophy
By: Augustine Fou, March 31, 2011
Future of Advertising
By: Augustine Fou, March 15, 2013
Augustine Fou- 7 -
Augustine Fou- 8 -
Dr. Augustine Fou – Chief Digital Strategist
“I advise clients on optimizing their
marketing mix across traditional and
digital channels – with a tight focus on
driving business impact.”
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
Augustine Fou@acfou
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou
Augustine Fou- 9 -
APPENDIX
Augustine Fou- 10 -
Future of Advertising
2012 - $107B
2016E - $104B
branding performance
“Soup and Soda” “Cars and Computers”
Television ($70B, 2012) Digital ($37B, 2012)
Display
(Facebook)
22%
Search
(Google)
46%
Other
32%55% 45%
Broadcast Cable
Television ($61B, 2016E) Digital ($43B, 2016E)
42% 49%
Other
9%51% 49%
Broadcast Cable Branding
(Facebook)
Performance
(Google)
Augustine Fou- 11 -
Major Media Ad Spending
Source: eMarketer March 2011
Augustine Fou- 12 -
2009 Brand, DR, Digital
July 18, 2012 12
Digital ($24B) is equivalent to
1/8th of the total brand spend
($147B) in the U.S.
Digital ($18B) is equivalent to
33% of the Direct Response
spend in the U.S. in 2009

Más contenido relacionado

Más de Dr. Augustine Fou - Independent Ad Fraud Researcher

Más de Dr. Augustine Fou - Independent Ad Fraud Researcher (20)

Forensic Auditing of Digital Media.pdf
Forensic Auditing of Digital Media.pdfForensic Auditing of Digital Media.pdf
Forensic Auditing of Digital Media.pdf
 
Q1 2022 Update on ad fraud for AMM
Q1 2022 Update on ad fraud for AMMQ1 2022 Update on ad fraud for AMM
Q1 2022 Update on ad fraud for AMM
 
Ad blocking benchmarks q4 2021
Ad blocking benchmarks q4 2021Ad blocking benchmarks q4 2021
Ad blocking benchmarks q4 2021
 
Digital ad dollars trickle down chart
Digital ad dollars trickle down chartDigital ad dollars trickle down chart
Digital ad dollars trickle down chart
 
Still nothing but ad fraud 2021 dr augustine fou
Still nothing but ad fraud 2021 dr augustine fouStill nothing but ad fraud 2021 dr augustine fou
Still nothing but ad fraud 2021 dr augustine fou
 
Bad guys optimize ad fraud efficiency
Bad guys optimize ad fraud efficiencyBad guys optimize ad fraud efficiency
Bad guys optimize ad fraud efficiency
 
Alternative to ANA's end to end supply chain transparency study v final
Alternative to ANA's end to end supply chain transparency study v finalAlternative to ANA's end to end supply chain transparency study v final
Alternative to ANA's end to end supply chain transparency study v final
 
Impact of Loss of 3P Cookies on Publishers' Ad Revenue
Impact of Loss of 3P Cookies on Publishers' Ad RevenueImpact of Loss of 3P Cookies on Publishers' Ad Revenue
Impact of Loss of 3P Cookies on Publishers' Ad Revenue
 
Entire ecosystem supporting ad fraud 2018
Entire ecosystem supporting ad fraud 2018Entire ecosystem supporting ad fraud 2018
Entire ecosystem supporting ad fraud 2018
 
Digital Media Trust Collaborative
Digital Media Trust CollaborativeDigital Media Trust Collaborative
Digital Media Trust Collaborative
 
Programmatic reach analysis 2021
Programmatic reach analysis 2021Programmatic reach analysis 2021
Programmatic reach analysis 2021
 
2021 update on ad fraud brand safety privacy
2021 update on ad fraud brand safety privacy2021 update on ad fraud brand safety privacy
2021 update on ad fraud brand safety privacy
 
Browser and OS Share Jan 2021
Browser and OS Share Jan 2021Browser and OS Share Jan 2021
Browser and OS Share Jan 2021
 
Checking abnormal referrer traffic in google analytics
Checking abnormal referrer traffic in google analyticsChecking abnormal referrer traffic in google analytics
Checking abnormal referrer traffic in google analytics
 
History and Impact of Digital Ad Fraud
History and Impact of Digital Ad FraudHistory and Impact of Digital Ad Fraud
History and Impact of Digital Ad Fraud
 
Digital Fraud Viewability Benchmarks Q4 2020
Digital Fraud Viewability Benchmarks Q4 2020Digital Fraud Viewability Benchmarks Q4 2020
Digital Fraud Viewability Benchmarks Q4 2020
 
What CFEs can do about digital ad fraud
What CFEs can do about digital ad fraudWhat CFEs can do about digital ad fraud
What CFEs can do about digital ad fraud
 
Four types of digital ad spend updated august 2020
Four types of digital ad spend updated august 2020Four types of digital ad spend updated august 2020
Four types of digital ad spend updated august 2020
 
How to Use FouAnalytics For Marketers
How to Use FouAnalytics   For MarketersHow to Use FouAnalytics   For Marketers
How to Use FouAnalytics For Marketers
 
FouAnalytics DIY site media analytics fraud detection baked in
FouAnalytics DIY site media analytics fraud detection baked inFouAnalytics DIY site media analytics fraud detection baked in
FouAnalytics DIY site media analytics fraud detection baked in
 

Último

Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 

Último (20)

Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 

Shift of Dollars from Traditional to Digital by Augustine Fou

  • 1. Augustine Fou- 1 - Shift of Dollars from Traditional to Digital Dr. Augustine Fou http://linkd.in/augustinefou Marketing Science Consulting Group, Inc.
  • 2. Augustine Fou- 2 - Digital Grew Rapidly Source: IAB and Business Insider Oct 2012
  • 3. Augustine Fou- 3 - Digital Nearly Caught TV Online is 38% Television is 42% Source: IAB and Business Insider Oct 2012
  • 4. Augustine Fou- 4 - Digital vs Other Traditional Source: IAB/PwC FY 2012 Report, April 2013
  • 5. Augustine Fou- 5 - 2012 Brand vs Direct ResponseBrand Direct Response 2012 US Ad Spending $162B $100B $62B 2012 US Internet Ad $37B $12B $24B39% 12% Source: IAB/PwC FY 2012 Report, April 2013
  • 6. Augustine Fou- 6 - Trendlines Source: IAB/PwC FY 2012 Report, April 2013
  • 7. Augustine Fou- 7 - Related Articles Trends in Advertising By: Augustine Fou, Nov 15, 2012 Digital Maturity by Industry By: Augustine Fou, November 7, 2012 Grand Digital Canyon By: Augustine Fou, November 11, 2010 Digital is a Philosophy By: Augustine Fou, March 31, 2011 Future of Advertising By: Augustine Fou, March 15, 2013 Augustine Fou- 7 -
  • 8. Augustine Fou- 8 - Dr. Augustine Fou – Chief Digital Strategist “I advise clients on optimizing their marketing mix across traditional and digital channels – with a tight focus on driving business impact.” 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 Augustine Fou@acfou ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou
  • 9. Augustine Fou- 9 - APPENDIX
  • 10. Augustine Fou- 10 - Future of Advertising 2012 - $107B 2016E - $104B branding performance “Soup and Soda” “Cars and Computers” Television ($70B, 2012) Digital ($37B, 2012) Display (Facebook) 22% Search (Google) 46% Other 32%55% 45% Broadcast Cable Television ($61B, 2016E) Digital ($43B, 2016E) 42% 49% Other 9%51% 49% Broadcast Cable Branding (Facebook) Performance (Google)
  • 11. Augustine Fou- 11 - Major Media Ad Spending Source: eMarketer March 2011
  • 12. Augustine Fou- 12 - 2009 Brand, DR, Digital July 18, 2012 12 Digital ($24B) is equivalent to 1/8th of the total brand spend ($147B) in the U.S. Digital ($18B) is equivalent to 33% of the Direct Response spend in the U.S. in 2009