Audience Fragmentation and Shift of Power by Augustine Fou
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As audiences fragment in search of more specific content, it is harder for advertisers to do 'reach and frequency' advertising. But should they?
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Audience Fragmentation and Shift of Power by Augustine Fou
- 1. Audience Fragmentation Dr. Augustine Fou http://linkedin.com/in/augustinefou Marketing Science Consulting Group, Inc.
- 2. Increasingly niche content Broadcast Cable Online Video mass audience niche audience individuals ‟80s-‟98 ‟99-‟12 ‟05-pres November 15, 2012 2
- 3. Audiences fragment … Since the mid 80's broadcast networks share of the prime-time audience has plunged from 85% to less than 50% as audiences shifted to cable. Source: Nielsen 2007 … in search of more specific content November 15, 2012 3
- 4. Increasing ease of publication HTML Coding Blogs Social Networks <!DOCTYPE html> <html> <body> <h1>My First Heading</h1> <p>My first paragraph.</p> </body> </html> only developers writers/individuals everyone „90s 2000s ‟05-pres November 15, 2012 4
- 5. Led to the explosion … 670M hostnames 200M active domains …of content and sites online. November 15, 2012 5
- 6. Audiences fragment … Content Portals Major Blogs Facebook Twitter audience size … in search of more specific content. November 15, 2012 6
- 7. Users trust peers most … 92% trust “recommendations from people I know” 47% trust “ads on TV” Source: Nielsen, April 2012 33% trust “online banner ads” 29% trust “text ads on mobile phones” … and ads the least. -7- Augustine Fou
- 8. So what? “Audiences have fragmented so they are harder to reach en masse (e.g. through TV or portals); power has shifted to users so they trust and rely on ads less. What do you do? What if you also relied less on „reach and frequency‟ advertising?” - Dr. Augustine Fou November 15, 2012 8
- 9. Dr. Augustine Fou – Chief Digital Strategist “I show clients how they need to evolve their advertising and marketing in the new digital world.” 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 ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou Slideshares: http://www.slideshare.net/augustinefou LinkedIn: http://www.linkedin.com/in/augustinefou November 15, 2012 acfou@mktsci.com 9