The Role of FIDO in a Cyber Secure Netherlands: FIDO Paris Seminar.pptx
Percent of Marketing Budget Allocated to Digital By Augustine Fou
1. Augustine Fou- 1 -
TV is $69B Digital is $48B
Digital is 24% of Total
TV DigitalPrint Radio
Out-of-Home $8 (5%)
Other $2 (1%)
$75 billion
42%
$43 billion
24%
$32
18%
$17
10%
Display
$8 billion
19%
Search
$18 billion
43%
Video $3 (7%)
Mobile
$4B$3B
display search
17%
Other
$5
11%
Lead Gen $2 (4%)
• classifieds
• sponsorship
• rich media
Source: IAB Full Year 2013 report
Augustine Fou- 1 -
branding performance
$34B$40B
broadcast cable
$175B total ad spending
2. Augustine Fou- 2 -
10% of revenues is allocated to marketing
% of Revenues to Marketing
3. Augustine Fou- 3 -
2.5% of revenues is allocated to digital
10% of revenues is allocated to marketing
% of Revenues to Digital
4. Augustine Fou- 4 -
% of Marketing to Digital
0% 5% 10% 15% 20% 25% 30% 35%
Media
Manufacturing
High-Tech
Total
Healthcare
Retail
Financial/Insurance
5. Augustine Fou- 5 -
In 2013
Digital marketing was $42B
Broadcast TV was $40B
Cable TV was $34B
Network TV vs Cable TV
Augustine Fou- 5 -
Source: IAB Full Year 2013 report
$175B total ad spending
6. Augustine Fou- 6 -
Digital is 25% of Ad Budgets
Worldwide
Source: Emarketer April 3, 2014
Worldwide, di
gital is 25% of
total ad
spending
7. Augustine Fou- 7 -
Average 35% Allocated to Digital
Source: Econsultancy via MarketingCharts 2013
9. Augustine Fou- 9 -
2011 Average 10 – 15% allocated to digital
Percent of Budget Allocated to Digital
Source: Econsultancy 2011
2011 respondents 216
2010 respondents 158
10. Augustine Fou- 10 -
Dr. Augustine Fou – Chief Digital Strategist
“I advise clients on allocating and
optimizing their marketing budget across
traditional and digital channels.”
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
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou
11. Augustine Fou- 11 -
Related Articles
Trends in Advertising
By: Augustine Fou, Nov 15, 2012
Branding Today: Why It’s Ineffective, Irrelevamt, Irritating, and
Impotent
By: Augustine Fou, June 21, 2012
Search Kicks Display in Effectiveness
By Augustine Fou, April 2012
Display Ad Benchmarks
By Augustine Fou, August 2013
Mythbusting TV Advertising
By: Augustine Fou Feb 2014
Augustine Fou- 11 -
12. Augustine Fou- 12 -
Luxury Brands 0-40% to
Digital
http://contentlea
d.com/news/lux
ury-brands-to-
increase-social-
media-spend-
conversion-
rates-show-why