Global "digital elite" emerges

29 April 2013

NEW YORK: Members of the "digital elite" are exposed to 24 times more advertising than the average web user, with marketers prepared to pay an 85% premium to reach this group, a study has shown.

Turn, a cloud marketing platform, identified the "digital elite" as young, white collar professionals, aged 21–34, living in cities and earning more than $76,000 a year.

This group also commanded an average electronic cost per thousand of $1.15, being an 85% premium over the $0.62 paid for other audiences, reported MediaPost.

The actual premiums paid for the "elite" varied depending on the online channel used by advertisers, with display carrying the greatest, at 106%, closely followed by social on 100%. Mobile carried a 56% premium and online video 21%.

The report also identified ad format trends seen by this audience, with display trends and mobile banner sizes reflecting the growing popularity of standard unit sizes and Facebook accounting for the bulk of social advertising.

In-stream 15- and 30-second formats were seen to be the most popular for those marketers looking to reach digital audiences, while the 15-second pre-roll dominated the video category.

In addition, Turn was able to extract some highly specific information from its data to illustrate how smarter marketing strategies could work.

For example, it found that those people who interacted with display ads for a tax preparation service were more likely to have a PhD or a master's degree, while those who interacted with the same service's ads on Facebook were less likely to have an advanced degree.

But consumers earning more than $100,000 were more likely to interact with a consumer electronics brand's ads on Facebook, while those earning less than $40,000 were more likely to interact with its display ads.

Turn also said that consumers who interacted with display ads for a mobile phone brand were more likely to work in education or training, the military, or government.

Consumers who interacted with the same brand's Facebook campaign were more likely to be employed in research, science, biotech, legal services, or arts and entertainment.

Data sourced from MediaPost; additional content by Warc staff