Who Spends The Most in Digital by Augustine Fou 2014
1. Augustine Fou- 1 -
Dr. Augustine Fou
http://linkd.in/augustinefou
May 2014
Who Spends The
Most in Digital?
2. Augustine Fou- 2 -
Digital Ad Spending
by Industry Retail spends the most
in digital...
- 22.3% retail
- 12.4% financial
- 12.1% automotive
- 11.4% telecom
- 8.3% CPG
3. Augustine Fou- 3 -
Internet Ad Revenues by
Industry
Augustine Fou- 3 -
April 2014
Source: IAB Full Year 2013 Report
4. Augustine Fou- 4 -
How They Spend Within Digital
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Direct Response
Branding
Direct
response vs
branding by
industry
Travel is
heavily DR
while
entertainment
is mainly
brandingbranding direct response
Direct response (performance) vs Branding by Industry
5. Augustine Fou- 5 -
Ad spending in the U.S.
Source: IAB Full Year 2013 reportIn 2013
Performance 65%
CPM/Impressions 33%
Hybrid/Other 2%
Digital is Mainly Performance
Augustine Fou- 5 -
6. Augustine Fou- 6 -
Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing
advertising across all channels. When
users are moving away from traditional
TV viewing, advertisers need to find new
ways of reaching them and attracting
their attention, likely in digital.”
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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