Tech Talk & Trends: Luxury Marketers Focus on Digital

JCDecaux has been showcasing luxury advertisers on our digital offerings round the world, including a memorable 'live' broadcast of Burberry's autumn/winter collection during London Fashion Week last year. This trend of luxury advertisers going digital is highlighted by a recent study from Martini Media. Research findings indicated that UK luxury marketers are focusing their efforts on rich media including video, social and mobile channels to better connect with their high-end consumers.

• 95% will increase their digital marketing spend in 2013, with almost half (48%) of the total marketing budget to be spent on this channel
• 75% believe 'high impact ads' have as much reach as TV and Print
• 71% believe digital helps them build postive brand association
• 63% will boost social media strategies

The spokesperson for the study believed "luxury brands need a big, beautiful canvas to showcase their products and they're turning to digital media as the medium for delivering these highly engaging ads" About the study: 226 respondents from brand advertisers and agencies in the UK were asked about their marketing budgets for the remainder of 2013 and beyond.