Using traditional forms of marketing, the impact of the ads are short lived -- in metrics like search volume, traffic to a website, or in-store sales.

1. Augustine Fou- 1 -
Impact of Ads
is Short-Lived
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
June 2014

2. Augustine Fou- 2 -
Author’s Commentary
“The following 3 charts show search volume, sales
volume, and site traffic during and after ad
campaigns. While we all know that customers may
make purchases long after the ad spending was
turned off, the direct and immediate impact of the
ads (e.g. causing users to search for specific
products) is very short-lived.” This begs the
question, whether brands can invest the same ad
dollars in something else that is longer lasting
(hint: content creation, social, etc.).”

3. Augustine Fou- 3 -
Superbowl Ads - search
Source: Google Trends

4. Augustine Fou- 4 -
Trade Promotion - sales
Source: comScore

5. Augustine Fou- 5 -
Online Ads – site traffic
Source: Marketing Science
Huge spikes in traffic to
the brand website; but
notice how narrow the
spikes are. They go back
to baseline when the
media dollars are turned
off

6. Augustine Fou- 6 -
Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing advertising
across all channels. Most advertisers need to
shift more dollars to digital channels where
they can create longer-lasting value than just
ads, which can drive large impact, but is very
short-lived.”
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
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