Digital is 65% performance and 33% CPM/impression. But there will be a rebalancing towards CPM due to the shift of TV ad dollars to digital - in search of reach and frequency.

1. Ad spending in the U.S.
Source: IAB Full Year 2013 reportIn 2013
Performance 65%
CPM/Impressions 33%
Hybrid/Other 2%
Digital is Performance
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2. Broadcast TV $20 cpm
Cable TV $18 CPM
Radio $5 cpm
Magazines $20
Newspaper $35
Out of Home $4
Internet $11
Direct mail $40 CPM
Comparative Media Costs
Cost per Thousand (CPM): Cost to reach 1,000 users or impressions
Source: OAAA, 2011
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3. Dr. Augustine Fou – Agency Czar
“I advise clients on optimizing ads
and ad spend across all channels –
offline and online.”
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://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou

4. Related Slideshares
http://www.slideshare.net/augustinefou/video-ads-vs-tv-ads-by-the-
numbers-comparison-by-augustine-fou
http://www.slideshare.net/augustinefou/branding-dollars-shift-from-tv-to-
digital-video-by-augustine-fou
http://www.slideshare.net/augustinefou/video-ad-fraud-101-by-augustine-
fou-technical-forensics
http://www.slideshare.net/augustinefou/digital-time-per-week-surpasses-tv-
time-per-week-by-augustine-fou
http://www.slideshare.net/augustinefou/digital-advertising-benchmarks-
2014-by-augustine-fou
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