One of the main instigators of the luxury brand push to online: more luxury consumers are looking online for entertainment, news and engagement.
"Overall, while the majority of those surveyed indicated that investment in digital is indeed growing, luxury brand marketers want much better ways to reach affluent consumers on the go," said Martini Media CEO, Skip Brand. "Those audiences have more dollars than time and expect an engagement experience that standard banner units do not deliver. And while they are willing to pay for it, if they cannot measure the return across their investments, it is an issue.".