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Users are in Charge
                                                                                          Dr. Augustine Fou
                                                                                          Credentials http://slidesha.re/Hbud5s
                                                                                          April 19, 2012.


Users Fight Back Against Ads
 Image credit: http://inspirationalonoure.tumblr.com/post/2436816445/ffs   Image credit: http://hirealexis.files.wordpress.com/2012/01/fist-pump-baby.jpg
People ignore 88 – 94% of all ads




                  Source: Harris Interactive Poll, December 2010
April 19, 2012.                                                    2
2/3rds say they receive “too much”




                  Source: Feb 24, 2012 “2012 Digital Advertising Attitudes Report” via @eMarketer


April 19, 2012.                                                                                     3
2/3rds ignore, delete, unsubscribe



                                                                                                    “this is what
                                                                                                    gmail filters
                                                                                                    are made for!”

                  Source: Feb 24, 2012 “2012 Digital Advertising Attitudes Report” via @eMarketer


April 19, 2012.                                                                                                      4
Spam/Ads on Phone Most Unacceptable


                            “don‟t friggin‟
                            spam-text me
                            at 3a in the
                            morning!”


                   Source: Feb 24, 2012 “2012 Digital Advertising Attitudes Report” via @eMarketer


April 19, 2012.                                                                                      5
Users avoid looking at
banner ads




                  Image credit: http://www.useit.com/alertbox/banner-blindness.html

April 19, 2012.                                                                       6
Users avoid looking at
search ads




                  Image credit: http://training.seobook.com/serps-information-scent

April 19, 2012.                                                                       7
Users abandon ad-cluttered
sites



                  Source: Burst Media Nov 2008




April 19, 2012.                                  8
40% of display ads never seen
     comScore: 18 campaigns, nearly 3,000
     placements, 380,898 site domains and 1.8
     billion ad impressions. Participating
     marketers included Allstate, Chrysler,        Findings:
     Discover, eTrade, Ford, General Mills, HTC,
     Kellogg's, Kimberly Clark, Kraft Foods and
     Sprint.
                                                   • Over 38% of online display
                                                     ads are never seen
     Findings: nearly a third (31%)
     of online display ads are never               • Of the ones that are seen,
     seen, and 72% of campaigns                      75% are viewed for less
     had at least some ads running                   than 0.5 seconds
     next to objectionable content.

       Source: comScore, March 26, 2012                  Source: AdSafe, Q4 2011
April 19, 2012.                                                                    9
Users avoid looking at
Facebook ads




                  Image credit: http://bit.ly/HXYUiv   Image credit http://eyetrackshop.com/



April 19, 2012.                                                                                10
Retailers can’t dupe customers
in stores any more.
                  “no, that isn‟t the
                  „best price on earth‟
                  and the reviews
                  aren‟t even that
                  good… ”

                  12% of consumers compare
                  prices in-store using mobile
                  device. Source: comScore

April 19, 2012.                                  11
MAJORITY of Users Skip TV Ads




                          65%
                          65%
                          54%



April 19, 2012.             12
See more examples of consumers
exercising their power …




              Power of Social Media Illustrated by Augustine Fou http://slidesha.re/HnsgSm
April 19, 2012.                                                                              13
So what?
      “If you send unwanted ads to people, they
      WILL kick you out; wouldn‟t it be better if
      you better enabled them to find you?

      Awareness in the digital world is not about
      shouting; it‟s about attracting.”
                              - Dr. Augustine Fou
April 11, 2012                                      14
Dr. Augustine Fou – Chief Digital Strategist
    Dr. Augustine Fou is an industry-recognized thought
    leader in digital strategy, search and social media
    marketing and former Group Chief Digital Officer of
    Omnicom's Healthcare Consultancy Group. Dr. Fou has
    over 16 years of management consulting and digital
    strategy consulting experience, advising CMOs,
    marketing executives, and global brands. He pioneered
    the application of the Unified Marketing™ framework
    to optimize marketing across both traditional and
    digital channels and tactics.

    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.slideshare.net/augustinefou
     LinkedIn: http://www.linkedin.com/in/augustinefou
April 11, 2012                                                                    15
                                                               acfou@mktsci.com

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Users Fight Back Against Ads by Augustine Fou

  • 1. Users are in Charge Dr. Augustine Fou Credentials http://slidesha.re/Hbud5s April 19, 2012. Users Fight Back Against Ads Image credit: http://inspirationalonoure.tumblr.com/post/2436816445/ffs Image credit: http://hirealexis.files.wordpress.com/2012/01/fist-pump-baby.jpg
  • 2. People ignore 88 – 94% of all ads Source: Harris Interactive Poll, December 2010 April 19, 2012. 2
  • 3. 2/3rds say they receive “too much” Source: Feb 24, 2012 “2012 Digital Advertising Attitudes Report” via @eMarketer April 19, 2012. 3
  • 4. 2/3rds ignore, delete, unsubscribe “this is what gmail filters are made for!” Source: Feb 24, 2012 “2012 Digital Advertising Attitudes Report” via @eMarketer April 19, 2012. 4
  • 5. Spam/Ads on Phone Most Unacceptable “don‟t friggin‟ spam-text me at 3a in the morning!” Source: Feb 24, 2012 “2012 Digital Advertising Attitudes Report” via @eMarketer April 19, 2012. 5
  • 6. Users avoid looking at banner ads Image credit: http://www.useit.com/alertbox/banner-blindness.html April 19, 2012. 6
  • 7. Users avoid looking at search ads Image credit: http://training.seobook.com/serps-information-scent April 19, 2012. 7
  • 8. Users abandon ad-cluttered sites Source: Burst Media Nov 2008 April 19, 2012. 8
  • 9. 40% of display ads never seen comScore: 18 campaigns, nearly 3,000 placements, 380,898 site domains and 1.8 billion ad impressions. Participating marketers included Allstate, Chrysler, Findings: Discover, eTrade, Ford, General Mills, HTC, Kellogg's, Kimberly Clark, Kraft Foods and Sprint. • Over 38% of online display ads are never seen Findings: nearly a third (31%) of online display ads are never • Of the ones that are seen, seen, and 72% of campaigns 75% are viewed for less had at least some ads running than 0.5 seconds next to objectionable content. Source: comScore, March 26, 2012 Source: AdSafe, Q4 2011 April 19, 2012. 9
  • 10. Users avoid looking at Facebook ads Image credit: http://bit.ly/HXYUiv Image credit http://eyetrackshop.com/ April 19, 2012. 10
  • 11. Retailers can’t dupe customers in stores any more. “no, that isn‟t the „best price on earth‟ and the reviews aren‟t even that good… ” 12% of consumers compare prices in-store using mobile device. Source: comScore April 19, 2012. 11
  • 12. MAJORITY of Users Skip TV Ads 65% 65% 54% April 19, 2012. 12
  • 13. See more examples of consumers exercising their power … Power of Social Media Illustrated by Augustine Fou http://slidesha.re/HnsgSm April 19, 2012. 13
  • 14. So what? “If you send unwanted ads to people, they WILL kick you out; wouldn‟t it be better if you better enabled them to find you? Awareness in the digital world is not about shouting; it‟s about attracting.” - Dr. Augustine Fou April 11, 2012 14
  • 15. Dr. Augustine Fou – Chief Digital Strategist Dr. Augustine Fou is an industry-recognized thought leader in digital strategy, search and social media marketing and former Group Chief Digital Officer of Omnicom's Healthcare Consultancy Group. Dr. Fou has over 16 years of management consulting and digital strategy consulting experience, advising CMOs, marketing executives, and global brands. He pioneered the application of the Unified Marketing™ framework to optimize marketing across both traditional and digital channels and tactics. 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.slideshare.net/augustinefou LinkedIn: http://www.linkedin.com/in/augustinefou April 11, 2012 15 acfou@mktsci.com