Why Digital Media is Killing Traditional Advertising
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MING CHAN CEO THE1STMOVEMENT TWITTER @MINGATT1M
description
20 mins Keynote presented at Kreative.Asia in Malaysia 2012. A quick look at how Digital media is arguably "killing" traditional advertising, but at the end, it's integration of the two that will lead to better advertising
Transcript of 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
THANKS!MING CHANCEO THE1STMOVEMENTTWITTER @MINGATT1M
