Benchmarks indican que las marcas de lujo prosperan por su exclusividad
Luxury brands thrive on their exclusivity, whereby the adoption of digital advertising and online tactics of massive reach has been much slower. Based on this, Sizmek, the world leader in digital advertising management, recently launched its comparative report. This is a study comparing behavioral data from campaigns of 42 global advertisers with average rates of all vertical markets from January to July 2014. The research found that rates of exclusive market interaction doubled number of worldwide benchmark among other categories. Interactivity rates were aligned with respect to other rich media units. Video showed higher levels of interaction with a 10% higher rate compared to all polite banners. “The more affluent consumers are the first to adopt new trends, are technologically sophisticated and therefore they spend much of their time on their mobile devices,” Alex White, VP of Product at Sizmek, explains. “Our benchmarks show the most innovative and interactive formats able to catch the attention of the audience with great success,” he added. As for HTML5 formats, both expandable and polite worked best for luxury brands than the benchmark. Expandable banners nearly doubled the benchmark, which when compared to Flash formats again showed almost double than expandable units. Read the full report by clicking {here; http://go.sizmek.com/LuxuryBenchmarks2014.html}.
