There is enormous waste in display ads that can be reduced, even by brand advertisers.

1. Augustine Fou- 1 -
Dr. Augustine Fou
http://linkd.in/augustinefou
April 2013
Ad Waste Reduction
is Critical for Advertisers

2. Augustine Fou- 2 -
WPP says 15-25% Wasted
Source: http://www.businessinsider.com/martin-
sorrell-up-to-25-of-our-clients-dollars-are-wasted-
2013-5

3. Augustine Fou- 3 -
480B Display Ads /mo
480 billion display ads per month
1,439 billion display ads per quarter
Source: comeScore Report Feb 2013

4. Augustine Fou- 4 -
“3 in 10 ads never seen
by their target audiences”
Source: comScore Report Feb 2013

5. Augustine Fou- 5 -
1.6 Trillion Ads Wasted (2012)
$5.6B Display Ad Dollars Wasted
Source: comeScore Report Feb 2013
408
370 382 395
432
(Uses $3.50 average industry CPM)

6. Augustine Fou- 6 -
“21% of $36.6B spent in
digital ads in 2012 was
„display‟ -- $7.7B”
Source: IAB Full Year 2012 Digital Advertising Report
$5.6B in waste is 73% of total spent in display

7. Augustine Fou- 7 -
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
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou

8. Augustine Fou- 8 -
APPENDIX

9. Augustine Fou- 9 -
Full Year 2012 Digital Ads
Source: IAB Full Year 2012 Digital Advertising Report

10. Augustine Fou- 10 -
Desktop vs Mobile eCPM
October 19, 2012 10
Source: KPCB Internet Trends 2012