BOSTON, MA – 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 costs of various online audiences. During the month of November, Gift-Giving Holidays came to a peak, while Travel held on to top slots at numbers three, seven and eight (for Portugal, the South Pacific and Italy respectively), followed by Automotive: RV’s at number four among audience segments.
Two luxury car brands were also big gainers, Cadillac and Maybach rising 152 and 213 positions respectively. Education: Preschool was also a large riser in November, climbing 141 spots.
“As it’s no surprise, Holidays and Events: Gift Giving is always the one to watch at this time of year,” said Bill Guild, VP Marketing at ChoiceStream. “Interestingly, Preschool was high from November through December last year and then dropped to a low in January. It looks like that trend will repeat, so look for Education: Preschool to increase slightly in December before plunging in January.”
Although holiday gift season is in full swing gaining 184 positions to peak at the number one spot in November, advertising to people who are in a relationship has hit a low, dropping 76 places to position 307. This is surprising as many consumers shop for those with whom they are in a relationship. Other segments that dropped precipitously in November were Holidays and Events: Pet Events and Education: College Students, falling 130 and 160 places respectively.
To view the full infographic and the most active categories for the month of November, take a look at ChoiceStream’s Audience Cost Calendar that can be found here.
Next month, the ChoiceStream Audience Cost Calendar will begin its second full year of reporting. With precedent as a platform, we will begin to focus more on trends, predictions, and anomalies.
ChoiceStream provides the complete set of services needed to deliver top-of-plan results for branding and direct response campaigns. Using proprietary data to place unique interactive ad units through programmatic media buying, ChoiceStream drives leading performance for the world’s best-known brands. ChoiceStream concierge service also includes complete transparency and custom insights to guide brand strategy across all media, channels, and marketing tactics. 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.