why digital media is killing traditional advertising

MING CHANCEO THE1STMOVEMENTTWITTER @MINGATT1M

WHY DIGITAL MEDIA IS KILLINGTRADITIONAL ADVERTISING

$489B USDGLOBAL AD SPEND

ZenithOptimedia, March, 2012

162%CMO Survey, February, 2012

14%CMO Survey, February, 2012

50%DataXu, February, 2012

>U.S. 2010

>CHINA 2012

BY 2016>

+30%v.s.+14%

Nielsen Company, 2011

$15M

$20M

14

BRANDSCONSUMERS

15

2.3BWORLD POPULATION

Nielsen Online, December, 2011

16

1.5BGartner, 2011

TOTAL # OF PC

17

5.6BGartner, 2011

TOTAL # OF MOBILE PHONES

18

120M+eMarketer, November 2011

TOTAL # OF TABLET USERS

19

3 HOURSPER DAY

Nielsen, November 2011

MEASURABILITY

ENGAGEMENT+

$5

$10

$15

$20

INTERNET NEWSPAPER MAGAZINE RADIO TV

AVERAGE ROI PER $1 IN AD SPENDING

Direct Marketing Association (DMA), December, 2011

MEASURABILITY

ENGAGEMENT+

v.s. ?

DEATH ?

+ !

MEASURABILITY

ENGAGEMENT+

+REACH

FREQUENCY

.30%VS .15% INDUSTRY

25%VS 8% INDUSTRY

+2.3%SALES

65MIMPRESSIONS

REACHFREQUENCY

ENGAGEMENTMEASURABILITY

INTEGRATE DIGITAL AND TRADITIONAL TO CREATESUCCESSFUL CAMPAIGNS

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