Archive for May, 2012

Why Targeting Online Affluents is an Important Marketing Tactic

Monday, May 21st, 2012

The wealthiest among us are increasingly difficult to reach through traditional media. They fast forward through DVR programs. Many are not renewing their print subscriptions. And at this point, most do not suffer through radio advertising.

However, they do click on banner ads. I just read, “Affluent Consumers in a Digital World,” a study from the Interactive Advertising Bureau (IAB), which finds that online ads capture the attention of very high-income Americans. It’s a fact: They view and recall digital ads more than other consumers.

The study found that 98% of affluent consumers use the Internet, as compared with 79% of the general population. They spend 26.2 hours online weekly. The research shows that when it comes to internet advertising, the wealthiest Americans use digital media far more than lesser affluent consumers.

Get this: 46% reported that because of online advertising, they checked out websites they would not have otherwise visited. Nearly 60% reported taking action based on a digital ad within the past six months.

Now here’s an amazing breakthrough in targeting the wealthy online: Marketers can serve digital ads to the wealthy as part of a multichannel direct mail, email and digital campaign through ALC’s Wealth Window Data Driven Display Advertising. You can reach these wealthy consumers online wherever and whenever they surf the web. With Data Driven Display ads, luxury marketers can drive increased ROI by serving relevant ads precisely when their affluent prospects visit nearly any website.

That is truly exciting stuff for travel marketers, financial service providers, upscale merchandisers and all other industries serving the top 2% wealthy Americans.

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