The fact that you sent it out, doesn’t mean users received, opened, or used it.

1. Consumers are
Empowered and
Savvy Dr. Augustine Fou
http://linkd.in/augustinefou
February 14, 2013.

2. Consumers Skip TV Ads
comScore (Dec 2009) estimates of the TV watched
54 – 65% is time-shifted.
Nielsen (Dec 2010) estimates 44% of ads are not
skipped – i.e. 56% of ads ARE SKIPPED
IPG/YuMe (May 2011) study found 63% of TV
ads are avoided or simply ignored.
-2- Augustine Fou

3. Users Avoid Display Ads
Source: Banner
Blindness
“The ads to the right are only noticed by 23%
of the respondents, and they spend only half a
second on the ads.” Source: Mashable 12/29/2011
-3- Augustine Fou

4. Users Ignore/Delete Email
“this is what
gmail filters
are made for!”
Source: Feb 24, 2012 “2012 Digital Advertising Attitudes Report” via @eMarketer
-4- Augustine Fou

5. Users Revolt in Social
Forces Instagram to revert to old Terms of Service
Enormous public outcry
spread through social
media forced Instagram
to publicly apologize
and revert to old terms
of service where they
won’t sell users photos
or use them in ads.
Source: Gizmodo Dec 20, 2012
-5- Augustine Fou

6. Users click on natural results
Most users
click on
natural search
results
15-25% of clicks Natural results
1-9% avg CTRs have 10x the
click through
rate of paid ads
75-85% of clicks
13-21% avg CTRs
Source: go-Digital Blog, July 2012

7. More User Power
• 200 million phone numbers in the
National Do Not Call Registry
• 1 in 1000 direct mail pieces opened
(estimated, ever wonder why they never publish actual results?)
• FSIs (free standing inserts) –
performance unknown or estimated
-7- Augustine Fou

8. Users rise up in
social media
-8- Augustine Fou

9. Feb 2013 – Tesla Owners Refute
Falsified NYTimes Report
NYTimes reporter
seemingly deliberately
ran down the battery
and reported negatively
on the Tesla S. Now
owners set out to
publicly refute the
report.
Source: Gizmodo Feb
18, 2013
March 28, 2012 9

10. Feb 2013 – Maker’s Mark Reverses
Decision to Water Down
Whiskey drinkers didn’t
like the idea of their
drink being diluted yet
still cost the same price.
Source: Business
Insider, Feb 17, 2013
March 28, 2012 10

11. So What?
“The fact that you sent it out, doesn’t mean
users received, opened, or used it. Digital
technologies and the internet have
empowered consumers to a point where they
have entirely turned the tables on
advertisers, who must change the way they
do marketing in response.”
-- Dr. Augustine Fou
- 11 - Augustine Fou

12. Dr. Augustine Fou – Chief Digital Strategist
“I analyze trends and advise
clients on how to take
advantage or to stay away.”
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
acfou@mktsci.com 12