We do love some good research and Turn has recently released their newest Digital Audience Report about advertising spending and the characteristics of the most valuable audience for their advertising dollars.
On average, major advertisers spend 85% more on display, social, video, and mobile to reach the top 2% of the global online audience. In fact, advertisers want to reach them so badly that this "most valuable audience" is shown 24 times as many ads as the average digital customer.
The report from Turn highlights how marketers can reach relevant audiences who will be more likely to to consider their brand when making a purchase decision.
According to the Digital Audience Report, the characteristics the Most Valuable Audience generally has in common include:
- Income above $76,900 a year
- They are aged 21-34
- They are white-collar professionals or students
- Live in a city and like foreign travel
This is not a surprising revelation especially in the digital space but the research does further outline what makes these digital elites so valuable.
Other findings include:
- Eighty-five percent of digital elites reside in the U.S. Another 10% live in the E.U.
- Mobile ad impressions remain inexpensive and the average global eCPM for mobile fell from $1.31 to $.72, a 45% drop.
- Social advertising remains cost-effective and is becoming immensely popular. Average global eCPM for social advertising went down 20%, from $.30 to $.24 between January and March.
- Display and video advertising continue to exercise their dominance. Display eCPM went from $.92 to $1.06 – a 15.2% rise. Global video eCPM rose from $9.41 in January, to $9.99 in March – a 6.16% increase.
Here's a little infographic that further highlights the top level findings