ChoiceStream, a leading innovator in targeted advertising solutions, today announced the next installment of its Audience Cost Calendar — a monthly aggregation of impressions traded on digital ad exchanges. This month looks at December data and highlights the top audience segments, including Holiday Shopping & Travel, Baby Showers and Pro Sports. The calendar is a tool to help media buyers and marketers understand the trends in the cost of their ideal online audience.
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“For advertisers and their media buying team, identifying and targeting the right segment is vital to the success of a campaign,” said Bill Guild, Vice President, Product Management and Marketing. “One variable that always needs to be considered is the actual cost for reaching the right audience segment and whether or not pursuing that segment is cost-efficient. This is particularly important when companies are considering advertising around large sporting events like The Super Bowl.”
Powered by the CRUNCH Audience Cost Index, the calendar provides marketers with a snapshot of how online audience segment costs are trending based on seasonality. The numbers represented in the Audience Cost Calendar represent the relative media costs of reaching people in a specific audience. A relative cost indexing above 100 represents a segment trading at an above average cost, while those below 100 are selling for less than the average cost.
Looking Back: Wrapping Presents and Packing Bags Are Both Big Risers
Last month’s calendar showed many trends continuing. Though not as steep as some climbers, the Gift Giving Holiday segment was the second-highest performing segment last month. With so many gift holidays all occurring in one month, it’s no wonder that this segment excelled to the top! The travel and destination segments also continued to rise, with the Vacation Home segment seeing a huge jump of nearly 95% month over month.
Right Now: An Unexpected Delivery of Baby Shower Segments
Believe it or not, media buyers put a big focus on securing the Baby Shower segment in December. As illustrated in a 66% increase for the segment from November to December, finding and reaching those planning a Baby Shower became a priority and advertisers were willing to spend big to reach that audience.
Looking Forward: Pro Sports Segments Are Ready to Score
Overall, pro sports segments rose in December and will most likely continue to rise. One of the notable segments in this category is the NHL, which scored big as the segment rose more than 40%. This is most likely driven by the ongoing talks between the Players Union and the owners who agreed to drop the puck and strap on the skates for an abbreviated schedule starting in mid-January. The NFL also enjoyed a stellar performance with a 28% increase, and we anticipate an even bigger increase next month as the Super Bowl approaches.
To view the infographic and the most active risers and fallers for the month of December, take a look at ChoiceStream’s Audience Cost Calendar infographic here.
About ChoiceStream, Inc.
ChoiceStream provides personalized marketing and advertising solutions that are proven to increase revenue and customer engagement for today’s leading brands. For more than ten years, companies like AT&T, Zappos, Tesco, Ticketmaster and MTV have relied on ChoiceStream to create a more engaging, personally relevant experience for their consumers. By transforming shopping behavior and media consumption into intelligence about a consumer’s unique preferences, ChoiceStream is able to help today’s biggest brands target their most qualified prospects with the right advertisement, email promotion and product recommendation. For more information, visit www.choicestream.com or @ChoiceStream.