TV vs Digital Ad Spending by Augustine Fou
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TV is $68B and Digital is $48B in 2014. Digital is projected to catch up to TV ad spending by 2017-18.
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TV vs Digital Ad Spending by Augustine Fou
- 1. TV is $69B Digital is $48B TV vs Digital Ad Spend 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
- 2. TV is $69B Digital is $48B Broadcast vs Cable TV Broadcast $40 billion Cable $34 billion Source: IAB Full Year 2013 report 54% 46% Augustine Fou- 2 - TV DigitalPrint Radio Out-of-Home $8 (5%) Other $2 (1%) $75 billion 42% $43 billion 24% $32 18% $17 10%$34B$40B broadcast cable branding performance
- 3. In 2013 Digital marketing was $42B Broadcast TV was $40B Cable TV was $34B Network TV vs Cable TV Augustine Fou- 3 - Source: IAB Full Year 2013 report $175B total ad spending
- 4. Broadcast TV $20 cpm Cable TV $18 CPM Radio $5 cpm Magazines $20 Newspaper $35 Out of Home $4 Internet $11 Direct mail $40 CPM Comparative Media Costs Cost per Thousand (CPM): Cost to reach 1,000 users or impressions Source: OAAA, 2011 Augustine Fou- 4 -
- 5. Dr. Augustine Fou – Agency Czar “I advise clients on optimizing ads and ad spend across all channels – offline and online.” 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://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou
- 7. APPENDIX
- 8. Left-side Right-side branding performance “Soup and Soda” “Cars and Computers” • Low cost • Low complexity • Low consideration • High cost • High complexity • High consideration
- 9. In 2012 TV advertising is $64 billion Digital marketing was $38 billion TV vs Digital Ad DollarsTV advertising market size vs digital marketing total spend Augustine Fou- 9 - Source: PwC via MarketingCharts Dec 2013
- 10. Major Media Ad Spending Augustine Fou- 10 - 2013 TV Ad Spend $66B Internet Ad Spend $42B