Discover the not-so-secret weapon luxury retailers employ to ensnare the elite.

When it comes to targeting the ultra-wealthy, plenty of luxury brands take the smart route with programmatic advertising. But why? Very rarely are expensive purchases like AED 50,000 necklaces or AED 500,000 cars made on a whim; these purchases are usually made after intensive targeting and several points of engagement. Finding the right audiences, in the right place, and at the right time is always the purpose of good targeting, but programmatic takes it to a whole new level by achieving pinpoint accuracy that scours online habits to find the perfect customer.

With programmatic advertising taking up more and more space on the budget reports of luxury brands, it might be a good time to explore the benefits it can offer you if you’re trying to target the cream of the crop.

Getting down to the grain

While traditional targeting methods may reach a more general consumer, programmatic advertising allows brands to really capture the details. For example, a luxury car rental service can not only target those above a certain net-worth, but also those who are members of car enthusiast groups. Talk about getting personal!

Think big!

When it comes to the 1%, traditional advertising sources are often shunned in favour of more personal ones like word-of-mouth. Instead of pricey cars and jewellery, think private jets or superyachts. In this scenario, programmatic advertising can give marketers income and wealth-related data on these high-net-worth individuals and help brands build a database of the people that have the potential to purchase.

Finding patterns

Two key points of data that brands rely on are the frequency and recency of their consumer’s behaviour. If a shopper consistently searches for flight tickets for months and then stops for a week then the programmatic system can conclude that they’ve purchased a ticket. Similarly, if someone looks for luxury cars to purchase daily is a lot closer to purchasing a vehicle than somebody who does the same monthly, and can therefore be reached out to accordingly.

Programmatic advertising allows luxury brands and their marketers to create, curate, and reach out to their consumer database through detailed targeting, leading to a more refined, effective marketing experience. Is it time to start making room in your budget for this handy tool? We think so.