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BizReport : Advertising archives : May 16, 2013

UK luxury marketers to spend more on rich media, online video

Research in the UK by media and advertising company Martini Media reveals that marketers targeting consumers of luxury items plan to spend twice as much on rich media and online video that their counterparts marketing to the mass market.

by Helen Leggatt

When it comes to marketing luxury products online, standard display advertising "just isn't cutting it", says Martini Media's chief executive, Skip Brand.

Instead, as his company's recent research among 226 UK marketing professionals shows, brands targeting affluent consumers will decrease their use of standard display advertising and focus their efforts on rich media, video, social and mobile to effectively connect with their audience.

The survey respondents, consisting of brand advertisers (43%) and agencies (57%) nearly half of which were targeting affluent consumers, were asked where they would be prioritizing marketing efforts for the remainder of 2013 and beyond.

- 95% will increase their digital marketing spend in 2013, with almost half (48%) of total marketing budget spent on this channel;

- 75% believe 'high impact ads' to have as much reach as TV and print;

- 71% use digital to build brand awareness;

- 63% will boost social media strategies.

"Our UK study revealed results that are right in line with what we're seeing at Martini - luxury brands need a big, beautiful canvas to showcase their products and they're turning to digital as the medium for delivering these highly engaging ads," said Brand.

Tags: agencies, brand advertisers, brand awareness, brand marketing, display ad trends, luxury, marketing budget, online video, rich media ads, survey

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