At Digiday’s Luxury Breakfast last week, Martini Media CEO Skip Brand shared with the audience the results of their “Engaging the Affluent Survey.” The study of more than 345 luxury marketers found that while chic brands spend less online than mass market brands online, they’re coming on fast.
Agency executive estimated that 31 percent of luxury marketing budgets go toward digital versus 37 percent of mass marketing brands. But 43 percent of respondents felt luxury marketers are moving online more quickly, with the highest growth coming from social, mobile and video.
Watch the video below for more survey results and to find out just what matters most to luxury brands online. Download the full whitepaper here.
More in Marketing
Ad execs hope quarterly earnings reform can ease short-termism, but it’s no silver bullet
Short-term thinking can hold marketers back, but SEC changes won’t easily unpick culture of quick wins.
Marketers warm to AI, but creative challenges and legal risks still loom
Marketers are testing generative AI in campaigns more than ever — but copyright lawsuits and uncanny visuals keep some from going all in.
Pitch deck: How Google is responding to advertisers’ concerns about AI Max
Google’s first pitch deck on the AI-powered suite of ad tools left advertisers concerned. This updated deck aims to reassure them.