BOSTON – ChoiceStream, the top choice for brand advertisers interested in advanced target optimization and programmatic buying, today announced the next installment of its Audience Cost Calendar — a monthly aggregation of impressions traded on digital ad exchanges. The Audience Cost Calendar was created to help media buyers and marketers understand trends in the cost of various online audiences. This month looks at June’s data and highlights that the top 10 traded audience segments included three new Travel segments (UK, Europe and Germany) that joined the three Travel segments that appeared in the June Top 10 segments (Portugal, South Pacific and Southern France). Also in the top 10 were Pro Ice Hockey and Careers: Finance Professionals.
“Clearly, some cyclical trends are beginning to reveal themselves as we continue to monitor our Audience Cost Calendar,” said Bill Guild, vice president, product management and marketing at ChoiceStream. “The continued presence, both in terms of ranking and cost index of key Travel segments in the Top 10 – along with the strong performance of segments like Pro Ice Hockey, which was boosted no doubt by the Stanley Cup championship and logical summertime high performers like the Home & Garden and Camping segments – bear this out.”
Some of the top performing segments based on month-over-month (May to June) increase in rank include:
Gift Giving Holidays – rose from 110 to join the Top 10 at number 8
Style & Fashion: Shoes – rose from a ranking of 223 to 99
Automotive: New – rose from 235 to 74
Automotive: Used – rose from 152 to 66
Food & Drink: Recipes – rose from 270 to 200
Summertime Segments Rising
Audience segments related to Summer-time activities and enjoyment will continue to command higher prices as Accommodations, General Home and Garden, Navigation, Camping, and Traveling with Kids are showing strong upward movement month-to-month.
Back-To-School Segments Starting to Move
Perhaps indicative of the approaching back-to-school season, many audience segments that are top of mind among media buyers are starting to rise. Computers and peripherals, portable computers, software, office supplies, scholarships, and preschool segments each moved up more than 80 ranks when comparing their May to June rankings.
To view the full infographic, complete dataset and the most active categories for the month of June, take a look at ChoiceStream’s Audience Cost Calendar that can be found here.
ChoiceStream improves ad relevance and digital campaign performance by programmatically selecting optimum advertising opportunities based on a dynamic understanding of consumer’s active preferences. With an extensive first and third party data network enhanced by proprietary data, ChoiceStream can target and convert the most valuable consumers in real-time. ChoiceStream is headquartered in the Innovation District of Boston and works with industry leading brands and their agencies. For more information on ChoiceStream, please visit www.ChoiceStream.com.