Segment Price Continues Steady Increase for Movies and Television
Boston, MA – ChoiceStream, a leader in the programmatic media-buying space, today released the October installment of its Audience Cost Calendar. The company’s machine learning system monitors thousands of consumer data segments and rolls them up into 315 super segments, which it ranks by cost index in its monthly report. ChoiceStream illustrates the findings in an infographic that highlights significant changes in cost-based ranking month over month.
This month shows a continuous increase in rank for two segments in Arts and Entertainment. Both the Movies segment and the Television segment have recorded long-term momentum throughout the year, increasing in cost index every month since last December, excluding a slight drop in January and August. This trend is drastically different than the year prior.
In 2013, performance of these particular segments was sporadic, and often ranked among the lowest in cost. The Television segment recorded one spike in August around the time of fall TV premieres, but dropped to as low as 28 in rank in November.
Performance of movie ticket sales dropped from 1.36 billion in 2012 to 1.34 billion in 2013, and 2014 sales are not on track to surpass last year’s numbers. Considering this trend, it makes sense that the Movie segment has begun to increase in cost index.
“Entertainment marketers are realizing the need to increase advertising spend, and adjusting their budgets to engage online consumers and drive sales,” says Bill Guild, VP of Marketing at ChoiceStream. “Movie studios and TV networks have discovered the effectiveness of programmatic display advertising, and their spend in these areas is driving up real-time bids.”
In addition to entertainment, ChoiceStream’s infographic this month addresses trends in real-time bidding costs for programmatic campaigns in other industries. Two sports-related segments have seen similar trends for over a year now, both decreasing in rank throughout September. Other segments that exhibited interesting trends include technology, personal finance, and travel.
Methodology
ChoiceStream reports on 315 consumer super-segments. Reported segments are rollups of similar segments from multiple data providers including ChoiceStream’s Pollshare. Each segment receives a calculated index with the monthly average price set at 100. An index of 110 indicates that the segment traded 10 percent higher than the overall average that month. ChoiceStream calculates the audience rankings by reporting the cheapest segment (also referred to as the lowest price index) as number one, to the most expensive (315).
About ChoiceStream
ChoiceStream delivers top-of-plan results in digital advertising for branding and direct response campaigns by combining real-time bidding with the most accurate and effective
real-time optimization. Concierge-level, full services include creative development, audience discovery, campaign optimization, complete transparency, and custom insights. 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. For more information on ChoiceStream, please visit www.ChoiceStream.com.
