That many ads on a page makes more money for the publisher but makes it really useless for advertisers. If advertisers still want to do display advertising, they should pay only for performance – CPC, instead of CPM.”

1. How Many Ads
Can You Stick on a
Page?
Dr. Augustine Fou
Marketing Science Consulting Group, Inc.
http://www.linkedin.com/in/augustinefou

2. Facebook
Up to 9 ads per page; advertisers should not pay by CPM
1
2
3
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5
9 ads
6 per pageview
7
8
9
June 12, 2012

3. Google
Now Google includes “sponsored” ads; they get a referral fee
1 5
2 6
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9
10
11
12
12 ads
on a page
June 12, 2012

4. NY Times
Do advertisers know their ads are shown next to so many others?
Top half Bottom half
25 ads
per page!
June 12, 2012

5. So what?
“That many ads on a page makes more
money for the publisher but makes it really
useless for advertisers. If advertisers still
want to do display advertising, they should
pay only for performance – CPC, instead
of CPM.”
- Dr. Augustine Fou, Chief Digital Strategist
April 16, 2012. 5

6. 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.
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
LinkedIn: http://www.linkedin.com/in/augustinefou
June 12, 2012 6
acfou@mktsci.com