Biggest ad spenders in traditional and digital advertising.

1. Total Ad Market
Sizing
Dr. Augustine Fou <acfou @ mktsci.com>
http://www.linkedin.com/in/augustinefou
November 2013
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2. Top U.S. Ad Categories
Source: Kantar Media, FY 2011 report
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3. Top U.S. Ad Spenders
Source: Kantar Media, June 2013
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4. Internet Ad Revenues by Sector
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5. Digital Ad Spending by Industry
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6. Addressable Markets
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7. Automotive - $13.9B
Car Dealerships
Auto manufacturers spend money
on TV to generate awareness.
Local and regional dealerships
spend money to bring potential
buyers into dealerships (e.g. $300
per test drive)
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8. Retail - $10.0B
Retailers need more detailed
metrics about whether national
and local ads brought people
into retail store locations.
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9. Financial Services - $9.1B
Bank Branches
Physical bank branches are
expensive; financial services
companies need to drive
customers into branches
across a variety of financial
products.
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10. Telecom - $8.6B
Wireless Stores
National and local spending to
drive customers into wireless
stores (standalone and mall-based)
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11. Grocery/CPG - $6.4B
CPG and
food/beverage
manufacturers
currently lack realtime
data about whether
their advertising (local
or national) has driven
users into stores where
their products are sold.
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Augustine Fou

12. Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing
advertising across all channels. Using
insights and fast-feedback loops from
digital, we can not only target brand ads
better, but we can shift towards more
detailed measurement and ROI.”
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
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@acfou
Augustine Fou