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
Digiday+ Research deep dive: Agencies find Meta’s platforms aren’t worth the investment
When it comes to agencies, both of Meta’s older sibling social media platforms may be past their primes.
The DoJ’s antitrust battle with Google underlines Big Tech’s preference for secrecy, a growing bugbear for advertisers
The legal battle sees Apple and Google et al attempt to conceal their inner workings, developments that mirror the experience of their media customers.
Snapchat sunsets its AR Enterprise division as it vows to give advertisers AR tools
“We are not diminishing the importance of AR,” he said. “In fact, we are strategically reallocating resources to strengthen our endeavors in AR advertising and to elevate the fundamental AR experiences provided to Snapchat users.”