Native Monetization vs Ad Supported Revenues
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Which companies are faring better? Companies that are ad revenue based or ones that users actually value enough to pay for directly - native monetization?
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Native Monetization vs Ad Supported Revenues
- 1. Native Monetization is Always Better than Ad Supported Dr. Augustine Fou @acfou http://linkedin.com/in/augustinefou Marketing Science Consulting Group, Inc. New York, NY 646 867 0826 July 23, 2012 1
- 2. Ad-supported companies WBMD -68% since May 2011 peak click GRPN -72% since Nov 2011 peak click ZNGA -65% since March 2012 peak click P -48% since July 2011 peak click DMD -58% since April 2011 peak click FB -25% since May 2012 peak click July 23, 2012 2
- 3. LinkedIn (LNKD) performance LNKD +10% since IPO July 23, 2012 3
- 4. 1-Year Side-by-Side Comparison LNKD +9% FB -27% P -30% DMD -23% ZNGA -68% WBMD -69% GRPN -73% July 23, 2012 4
- 5. LinkedIn Revenue by Product Source: Company Filing 10-K March, 2, 2012 Native monetization revenues (hiring solutions, premium subs) = 70% Advertising / Marketing Solutions = 30% July 23, 2012 5
- 6. Revenue per Time Spent LNKD $1.30 per user/hour FB $0.06 per user/hour HBO $0.28 per user/hour GOOG $0.35 per user/hour Financial Times $3.66 per user/hour Source: Forbes, July 26, 2012 July 23, 2012 6
- 7. So What? “Of all the Internet IPOs recently, only LNKD has held up; its „native monetization‟ revenues (70% of revs) means people find it valuable enough to actually pay for, versus ad-supported sites. Try to find native monetization companies.” - Dr. Augustine Fou April 25, 2012 7
- 8. 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. He helps clients make the transition from “traditional” advertising to marketing that is optimized for the new digital world. 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 Slideshares: http://www.slideshare.net/augustinefou LinkedIn: http://www.linkedin.com/in/augustinefou July 23, 2012 8 acfou@mktsci.com