Filed under: Consumer Insight, luxury marketing, media, Real Estate, travel/hospitality | Tags: demographics, digital media, international media, international media buying, international media buying strategy, international media planning, international media strategy, luxury media strategy, media buying, media buying agency, media planning and buying agency, media research, media strategy, travel media planning
The first step to developing a media strategy is to define the target audience – and as narrowly as possible to maximize efficiency. This NYT infographic looks at the meaning of the now-controversial term “1%”, and finds new ways to redefine what 1% of the American Population means.
Which 1% do you belong to? FYI: Brand Managers, Advertising Execs, and Media Minds like the folks at Criterion Global are just .07% of the US population according to the Bureau of Labor Statistics. 
Filed under: CG, Consumer Insight, luxury marketing, Retail, travel/hospitality | Tags: digital marketing, digital media, digital travel marketing, global luxury marketing, interactive marketing travel sector, interactive strategy, international advertising, international brand strategy, international property marketing, online travel advertising, online travel marketing, online travel marketing firm, retail marketing strategy
Check out these graphs on seasonal consumer spending. It’s no surprise that January/February always has a “post-holiday dip,” but you might find some of the other ebb and flows surprising. What’s more interesting is consumer spending does not directly correlate with ad spend. While consumers are generally are more reserved with their wallets in early Fall, advertising sees an increase in activity as companies gear up for the pre-holiday push:
To learn more about how to properly budget your annual ad spend, contact us at hello@criterionglobal.com, or visit Criterion Global.
Filed under: Higher Education Marketing, media, travel/hospitality | Tags: behavioural targeting travel, digital travel advertising, digital travel marketing, global travel marketing, interactive marketing travel sector, online travel advertising, online travel marketing, online travel marketing firm, travel, travel advertising, travel marketing, travel media buying, travel media planning
A while back, we shared studies on average CPMs paid by various categories of advertisers. Interestingly, travel advertisers paid the highest costs for online advertising, and new evidence suggests travel advertisers may still pay a premium – even to advertise on social platforms which profit from user-generated [read: not always professional/premium/brand-friendly] content.
MyCube compiled CPMs paid on Facebook, broken down by demographic, and CPMs paid on YouTube, broken down by video subject. On YouTube, Travel videos command the highest CPMs, and on Facebook, individuals who are single or married command the highest CPMs – those who are “in a relationship” may be too new to travel together, or looking to stay put to see that relationship blossom.
Who wins in this equation? Facebook and YouTube, who are aggressively looking to monetize users’ content. Who loses? Most likely, travel advertisers, who are paying enormous CPMs for the privilege of advertising adjacent to home videos of an Alaskan cruise, or a Facebook announcement that “It’s Friday, I’m bored” from a married male. Without strategy to capture user attention, paired with aggressive targeting, travel advertisers fall prey to platforms whose self-service systems are designed to spend their budget – as quickly as possible.
Criterion Global has engineered strategies to capitalize on User Generated Content for socially-driven campaigns in clever ways: for case studies of our experience, or to field questions on how to advertise on Facebook and YouTube without wasting your budget, contact us at hello@criterionglobal.com, or visit Criterion Global to learn more.
Filed under: CG | Tags: digital marketing, digital media, global issues, global travel marketing, world population
National Geographic has marked our planet’s milestone of the population reaching 7 billion people with this awesome video. It even manages to make stats exciting.
Filed under: CG, Consumer Insight, luxury marketing, media, Retail | Tags: digital marketing, digital media, digital retail advertising, ecommerce advertising, ecommerce marketing strategy, ecommerce optimisation, international media buying, media buying strategy, retail advertising, retail marketing, retail marketing strategy, retail media buying
Here’s an interesting figure that eMarketer published a couple weeks ago. While year over year ecommerce growth will begin to taper off as the retail industry matures online, it will continue to grow substantially with sites like Groupon incorporating social media functionality. Thereby, directing more retail shoppers to online stores.
