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 April’s data and highlights the top traded audience segments, including Careers, Travel and Holidays & Events. Once again, Careers: Customer Service remains the top performing segment with a 40 percent increase above the average price for that targeted inventory.
“In previous Audience Cost Calendar reports it seemed that specific audience segments changed specific to cyclical trends”
Five of the top ten best performing segments based on month-over-month increased cost of the targeted inventory include:
• Travel: Italy – 11 percent increase in price since March
• Holiday & Events: Anniversary – 11 percent increase in price
• Travel: Greece – 8 percent increase in price
• Travel: Spain – 6 percent increase in price
• Travel: Europe – 6 percent increase in price
“In previous Audience Cost Calendar reports it seemed that specific audience segments changed specific to cyclical trends,” said Bill Guild, vice president, product management and marketing at ChoiceStream. “However, for the past two months, the top ranked segment, Careers: Customer Service, remained consistent. Hopefully this is yet another indication that the economy and job market are recovering. Another indication of a recession turn around is the increased interest in travel and destination specific inventory. Eight of the top ten segments were travel destinations with Italy and Greece in the number two and three spots, respectively.”
Vacation and Travel
With the summer travel season approaching, it’s not surprising to see that eight out of the top ten ranking segments in April were travel related. Leading the May Audience Cost Calendar in relative cost was Italy and Greece segments, followed by the South Pacific and Spain. Other spikes in the travel segment include warmer destinations including: Australia & New Zealand, Mexico and Central America.
Anniversary Segment Highlights Spring Wedding Season
The Holiday and Event: Anniversary segment jumped to the number eight spot on the list, potentially predicting an early shopping season for summer wedding gifts or a shift to earlier season weddings from the more common June time frame.
To view the full infographic, complete dataset and the most active categories for the month of April, take a look at ChoiceStream’s Audience Cost Calendar located on the company’s newly relaunched website that can be found here.
About ChoiceStream
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.
