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marketing.scienceconsulting group, inc.
Digital vs Traditional
Branding vs Direct Response
June 2015
Augustine Fou, PhD.
a...
June 2015 / Page 1marketing.scienceconsulting group, inc.
Dr. Augustine Fou
U.S. Total Media Spending in Context (2015E)
T...
June 2015 / Page 2marketing.scienceconsulting group, inc.
Dr. Augustine Fou
UPDATED: Full Year 2014 Digital Ad Spend – $50...
June 2015 / Page 3marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Spending in Digital is Mainly Performance
June 2015 / Page 4marketing.scienceconsulting group, inc.
Dr. Augustine Fou
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June 2015 / Page 6marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Future of Advertising – Continued Shift to Dig...
June 2015 / Page 7marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Dr. Augustine Fou – Digital Consigliere
“I adv...
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Digital vs Traditional and Branding vs DR May 2015

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What is the breakdown between traditional and digital ad spending? And within digital what is the breakdown between branding and direct response?

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Digital vs Traditional and Branding vs DR May 2015

  1. 1. marketing.scienceconsulting group, inc. Digital vs Traditional Branding vs Direct Response June 2015 Augustine Fou, PhD. acfou @ mktsci .com 212. 203. 7239
  2. 2. June 2015 / Page 1marketing.scienceconsulting group, inc. Dr. Augustine Fou U.S. Total Media Spending in Context (2015E) TV is $69B Digital is $48B TV DigitalPrint Radio Out-of-Home $7 (4%) Other $6 (3%) $70 billion 38% $53 billion 29% $32 17% $16 9% Display $6 billion 24% Search $14 billion 43% Video $7 (13%) Mobile $9B$7B display search Other $9 17% Lead Gen $2 (4%) • classifieds • sponsorship • rich media Source: eMarketer $184B total (2015E) $32B$38B broadcast cable branding performance “Soup and Soda” “Cars and Computers”
  3. 3. June 2015 / Page 2marketing.scienceconsulting group, inc. Dr. Augustine Fou UPDATED: Full Year 2014 Digital Ad Spend – $50B Impressions (CPM/CPV) Clicks (CPC) Leads (CPL) Sales (CPA) Search 38% $18.8B Video 7% $3.5B Lead Gen 4% $2.0B 10% Other $5.0B Source: IAB, FY 2014 Internet Advertising Report, May 2015 $42.5B Display 16% $7.9B Mobile 25% $6.2B$6.2B CPM Performance • classifieds • sponsorship • rich media $7.0B (86% of digital spend)
  4. 4. June 2015 / Page 3marketing.scienceconsulting group, inc. Dr. Augustine Fou Spending in Digital is Mainly Performance
  5. 5. June 2015 / Page 4marketing.scienceconsulting group, inc. Dr. Augustine Fou 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 65 52 42 44 44 40 38 35 28 42 Direct Response Branding Within Digital – Branding vs DR (May 2015) Direct response vs branding by industry Travel is heavily DR while entertainment is mainly branding branding direct response Source: eMarketer May 2015 via MarketingCharts
  6. 6. June 2015 / Page 5marketing.scienceconsulting group, inc. Dr. Augustine Fou 0 10 20 30 40 50 60 70 80 90 100 retail finance automotive telecom CPG entertainment pharma travel cons. electronics indexed spend share indexed fraud rate Ad fraud impacts every industry vertical High CPC industries Source: Ad spend share data from IAB, May 2015 | Fraud rate data from Integral Ad Science Q2 2014 Fraud Report display (CPM) fraud search (CPC) fraud
  7. 7. June 2015 / Page 6marketing.scienceconsulting group, inc. Dr. Augustine Fou Future of Advertising – Continued Shift to Digital 2015 2018E - $136B branding performance “Soup and Soda” “Cars and Computers” Television ($70B, 2015) Digital ($53B, 2015) Display (Facebook) 27% Search (Google) 52% Other 21%55% 45% Broadcast Cable Television ($79B, 2018E) Digital ($82B, 2018E) 49% Other 9%49% 51% Broadcast Cable Branding (Facebook) Performance (Google) 42%
  8. 8. June 2015 / Page 7marketing.scienceconsulting group, inc. Dr. Augustine Fou Dr. Augustine Fou – Digital Consigliere “I advise clients on improving the impact of all of their marketing by using each channel and tactic optimally -- that is, traditional for branding and digital for direct response. Tactics within each channel can be more branding-like (e.g. display ads) or more DR-like (e.g. search).” 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: https://www.linkedin.com/today/author/84444-augustinefou 212. 203. 7239 | acfou @ mktsci. com

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