1. Augustine Fou- 1 -
2012 - $107B
2016E - $107B
branding performance
“Soup and Soda” “Cars and Computers”
Television ($70B, 2012) Digital ($37B, 2012)
Display
(Facebook)
22%
Search
(Google)
46%
Other
32%55% 45%
Broadcast Cable
Television ($60B, 2016E) Digital ($47B, 2016E)
42% 49%
Other
9%51% 49%
Broadcast Cable Branding
(Facebook)
Performance
(Google)
Polarizing Advertising

2. Augustine Fou- 2 -
What are we seeing?
“Users’time-spent-with-media is changing.”
“But more importantly, the forms of advertising that
are neither ‘mass reach’nor ‘performance’will fall in
between the cracks. Because they don’t have large
enough reach and they are not performance oriented,
magazines and newspapers are falling the hardest.”
- Dr. Augustine Fou

3. Augustine Fou- 3 -
Prediction
“Branding dollars will continue shift
into digital and will seek the most
massive reach – Facebook display ads;
while other ‘big-ticket’and ‘complex
product’categories will use digital in a
performance way – e.g. search.”
- Dr. Augustine Fou

4. Augustine Fou- 4 -
Print Declining Double-digits

5. Augustine Fou- 5 -
Time Spent with Media
Combination of “online” and
“mobile” (38%) is already nearly
that of “”TV” (42%)

6. Augustine Fou- 6 -
New Revenues Not Enough to
Offset Ad Revenue Drop
Source: Newspaper Association of America
Source: Business Insider Dec 2012

7. Augustine Fou- 7 -
Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing their
advertising across channels and
tactics, selecting the ones that have
the largest business impact 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://www.clickz.com/author/1151/augustine-fou
Slideshares: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou

8. Augustine Fou- 8 -
APPENDIX

9. Augustine Fou- 9 -
Newspaper Ad Revenue Falls
Source: State of the News Media 2012

10. Augustine Fou- 10 -
Magazine Ad Revenues Fall
Source: Google, NAA, PIB