Understanding the Affiliate Marketing Channel; the short guide
Digital Ad Spending by Industry Augustine Fou 2014
1. Augustine Fou- 1 -
Digital Ad Spending
March 2014 Data
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
May 2014
2. Augustine Fou- 2 -
Digital Ad Spending
by industry
Source: eMarketer March 2014
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2014
59% performance
41% branding
2013
65% performance
33% branding
Branding vs Performance
Augustine Fou- 3 -
In 2013 digital was 65%
performance and 33% branding
In 2014 and beyond, marketers
are looking for more branding
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Ad spending in the U.S.
Source: IAB Full Year 2013 reportIn 2013
Performance 65%
CPM/Impressions 33%
Hybrid/Other 2%
Digital is Performance
Augustine Fou- 4 -
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Source: Gartner March 2013
Allocation of Digital Budget
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How They Spend Within Digital
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Direct Response
Branding
Direct
response vs
branding by
industry
Travel is
heavily DR
while
entertainment
is mainly
brandingbranding direct response
Direct response (performance) vs Branding by Industry
7. Augustine Fou- 7 -
eMarketer Dec 2013
CPG and entertainment
focused their digital ad
spend on branding like
tactics (display ads, video
ads) while travel and
retail focused their digital
ad spend on direct
response tactics like
search and content.
8. Augustine Fou- 8 -
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Augustine Fou- 8 -
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9. Augustine Fou- 9 -
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
@acfou
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