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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
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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
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