• - 24 May 2016

    What Brands Can Do To Reduce Ad Fraud And Save Media Budget

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    Ad fraud is higher than ever and poses a serious threat to luxury brands looking to drive authentic results, writes James Brown of Cream UK, that is, if they can be convinced to understand the risks and hold their suppliers accountable.

    2015 saw ad blocking grab all the headlines. But a recent study has highlighted an issue that we think is more deserving of marketers’ immediate attention – ad fraud.

    The research was a result of a collaboration between the Association of National Advertisers (ANA) and White Ops, the digital advertising security company. Its conclusion? That advertisers will lose $7.2 billion to ad fraud this year, up 14% from 2015.

    $7.2 billion is a huge amount of money, but looking at the problem on a campaign by campaign basis makes the scale of the problem even more stark. The study estimated that ad fraud is responsible for between 3 and 37% of ad impressions. And the higher the CPM – and affluent impressions command higher CPMs, of course – the higher the incidence of ad fraud. The study found that display ads with CPMs of $110 or higher had a 39% higher incidence.

    The source of ad fraud is primarily non-human traffic – bots that mimic the behaviour of humans. It’s a highly attractive pastime for fraudsters because the potential rewards are so lucrative and there are so many flaws in the systems for them to exploit, particularly in the fast growing programmatic space.

  • - 12 May 2016

    China’s New Kid On The Block: Generation Z 

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    There are some new kids in town, with a fresh outlook on luxury and what is expected of brands and services. Here, we reveal insights from a report deciphering this novel cohort on the rise.

    Earlier this year, RTG Consulting Group released a report introducing an emerging luxury consumer, urging brands to take note and begin to endear themselves to this rising collective.

    Generally defined as those born in the years ranging from the mid-1990s to the 2010s, China’s Gen Z is the first to have been born in a fully modern China, one where the majority are digitally interconnected. This native connectivity, and instant access to global information, is markedly different from previous Chinese generations, including Gen Y.  

  • - 11 May 2016

    Luxury Menswear: A Star Retail Sector On The Rise

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    Menswear is on a stellar course in luxury fashion retail, outpacing womenswear and tipped to reach new heights still. Here, Luxury Society Knowledge Partner Wealth-X looks behind its revival and into its future.

    For years, men’s fashion has played a minor role in the pantheon of luxury retail. Womenswear and accessories have dominated the last half century and the industry has responded; more regular purchasing in women’s attire and accessories has led to larger collections, more innovation, experimentation with design and a marketing focus on women and their lifestyle.

    Men, though possessing larger incomes and a greater share of wealth, have traditionally bought less into changing fashions and have been the minor element in ready to wear and accessories. Design and innovation in menswear has also moved more sluggishly with the pinnacle of male formality, the suit, changing very little in the last 100 years.

  • - 10 May 2016

    Millennial Marketing 101: Understanding The New Millennial Mindset

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    As the future of luxury, marketing to millennials has never been more important. Here, FutureCast provides an exclusive excerpt of its latest research deciphering the millennial mindset for both brands and marketers.

    Who are millennials? The answer depends on whom you are talking to.

    Statisticians will tell you millennials are young adults born after 1980 and that there are more than 80 million of them living in the United States today with a direct spending power of $200 billion.

    However, I have a found a more evolved story to be true. Millennials are digital natives at their core and their desire to change the world is impacting the way companies are doing business.

  • - 6 May 2016

    EXCLUSIVE: Luxury Connect Opens The Gates To Indian Luxury

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    Sensing a gap in the market, Luxury Connect Business School has designed a program offering attendees two weeks of experiential & immersive learning in the luxury heartland of India. Here, Luxury Connect Founder & CEO Abhay Gupta provides an insight.

    The grandeur of Udaivilas Palace, the intricacies of Nizam Jewels, the beauty of handcrafted couture – just a few of the globally recognized charms that Indian Luxurious heritage has always intrigued the west! Students, tourists, designers, art lovers, historians are all fascinated by the romanticism, the mysticism, the natural beauty & the glorious and diversified association with luxury. This is where it all began – from Columbus to Queen Elizabeth and the East India Company – none could resist the lure of the luxe called India.

    It’s no wonder that even the current world is fascinated with knowing more about the mystic romance that embraces India. Every year millions of people sojourn to get a flavor of the richness of various monuments, art, textiles, cuisine and warmth of natural hospitality. To understand India’s luxurious cultural diversity and the highest standards of service is what draws them to India.

  • - 4 May 2016

    Facebook Canvas: Will It Lure More Luxury Spend To Mobile?

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    The launch of Facebook Canvas earlier this year has added another tool to the advertising arsenal on social media – but how effective is it for luxury players? Here, marketing agency Cream UK investigates.

    If you compare the amount of time luxury consumers spend on mobile devices with the proportion of their budgets luxury brands spend on the channel, it’s clear mobile advertising is an area of chronic under-investment.
    However, it’s not difficult to see why – there’s simply a lack of premium formats which luxury marketers feel are suitable for showcasing their products. But Facebook Canvas may be able to change all that.

    When this new, immersive ad product launched at the end of February, luxury brands were clearly one of the key sectors that Facebook had in mind. A brief glance at the list of beta testers – including the likes of Burberry, L’Occitane en Provence and Gucci – makes their intentions very clear.

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