Different types of ads work well in different parts of the purchase funnel. The top of the funnel is best addressed by mass awareness channels like TV while mid- to lower funnel is best addressed by digital channels, and specifically performance type ads like search ads.

1. Augustine Fou- 1 -
Whole Funnel
Thinking Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
June 2014

2. Augustine Fou- 2 -
Author’s Commentary
“For small ticket items like ‘soup and soda’
advertisers remain focused on awareness ads (e.g.
traditional/offline more heavily weighted) while
bigger ticket items like ‘cars and computers’
require more research online. Therefore
advertisers are more allocated to digital, and
within digital, more allocated to performance ad
types like paid search.”
-- Dr. Augustine Fou

3. Augustine Fou- 3 -
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
65
51 46 44 44 40 38
30 26
41
Direct Response
Branding
Branding vs DR in Digital 2014
Direct
response vs
branding by
industry
Travel is
heavily DR
while
entertainment
is mainly
branding
branding direct response
Augustine Fou- 3 -

4. Augustine Fou- 4 -
Branding vs Direct Response
Augustine Fou- 4 -
Source: eMarketer via Marketing Charts 2014

5. Augustine Fou- 5 -
Branding-like Ad Spend
for Awareness

6. Augustine Fou- 6 -
BizSource: Think with Google Customer Journey Tool

7. Augustine Fou- 7 -
CPGSource: Think with Google Customer Journey Tool

8. Augustine Fou- 8 -
Edu/GovSource: Think with Google Customer Journey Tool

9. Augustine Fou- 9 -
ClassifiedSource: Think with Google Customer Journey Tool

10. Augustine Fou- 10 -
MediaSource: Think with Google Customer Journey Tool

11. Augustine Fou- 11 -
Performance-like Ad
Spend for Sales/Direct-
Response

12. Augustine Fou- 12 -
Automotive
Source: Think with Google Customer Journey Tool

13. Augustine Fou- 13 -
TechSource: Think with Google Customer Journey Tool

14. Augustine Fou- 14 -
FinanceSource: Think with Google Customer Journey Tool

15. Augustine Fou- 15 -
HealthSource: Think with Google Customer Journey Tool

16. Augustine Fou- 16 -
RetailSource: Think with Google Customer Journey Tool

17. Augustine Fou- 17 -
TravelSource: Think with Google Customer Journey Tool

18. Augustine Fou- 18 -
Digital Ad Spending
by industry
Source: eMarketer March 2014

19. Augustine Fou- 19 -
Dr. Augustine Fou – Digital Consigliere
“I study trends and advise clients on
staying on trend or getting out in front of
them. As clients move specific tasks in-
house, agencies need to more quickly
reinvent themselves and their revenue
streams.”
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
@acfou
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: https://www.linkedin.com/today/author/84444-augustinefou

20. Augustine Fou- 20 -
Related Articles
Augustine Fou- 20 -
http://www.slideshare.net/augustinefou/investment-thesis-ad-agency-sector-
by-augustine-fou-april-2014
http://www.slideshare.net/augustinefou/ad-fraud-estimates-by-augustine-fou-
technical-forensics-32293935
http://www.slideshare.net/augustinefou/agencies-are-being-disintermediated-
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http://www.slideshare.net/augustinefou/evolution-of-agency-compensation-
by-augustine-fou-chief-digital-officer
http://www.clickz.com/clickz/column/2205122/the-agencyclient-
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