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Engaging Luxury Audiences: A Guide to Connecting with High-End Consumers

To connect meaningfully with luxury audiences, a well-informed, data-driven approach is crucial. With the right strategy, companies can balance audience affinity and advertising intensity, ensuring campaigns capture attention and drive loyalty.

Luxury audiences are motivated by a range of factors, from a desire for exclusivity to an emphasis on high-quality products. To resonate effectively, brands should customize their campaigns to meet the unique preferences of high-net-worth individuals (HNWIs) and aspirational buyers, as each group often values different qualities.

Utilizing Localized Insights to Reach Luxury Consumers

Looking at data from a local perspective allows brands to personalize media strategies, linking high-affinity areas, consumer mobility patterns, and shopping behaviors to target luxury buyers more effectively. Knowing where consumers are and what they prefer enables brands to tailor campaigns to high-value locations better, thereby boosting awareness, interest, and engagement at a national—or even international—level through more relevant, personalized messaging.

Key Benefits of Targeting High-Affinity Areas

Increased Awareness: Campaigns in high-interest areas see a 25% uplift in attention compared to industry benchmarks.
Enhanced Interest: Strategic placements can achieve a 70% preference increase among target audiences.
Higher Conversion Rates: A well-executed plan results in a 30% rise in foot traffic to luxury retail locations.

Capturing Luxury Audiences Through Strategic Timing and Placement

The success of luxury advertising lies in reaching audiences at the right time and place. Using advanced media tools like Locala’s Panel Optimizer, brands can pinpoint when and where to engage their audience most effectively. The optimizer evaluates the relevance of each ad panel, ensuring maximum exposure during peak audience presence.

Luxury marketing requires a refined approach, focusing on immersive brand experiences. Digital-out-of-home (DOOH) advertising is particularly effective, providing brands with an exclusive channel to reach affluent audiences in high-end venues such as luxury hotels, country clubs, and upscale restaurants. This strategy allows brands to capture the attention of high-net-worth individuals in environments where they’re most receptive.

Advantages of DOOH for Luxury Brands

Premium Contexts: Brands can showcase themselves at upscale locations, from art galleries to airport lounges.
Exclusive Venues: Ads are displayed on over 23,000 screens worldwide in settings that complement the luxury lifestyle.
360° Engagement: By utilizing dynamic ad formats, brands can offer an immersive experience, enhancing user interaction without requiring additional clicks.

How IWC Schaffhausen Boosted Brand Consideration and Boutique Visits

Effectively measuring campaign success is essential to reaching luxury shoppers. By analyzing metrics at each stage, from awareness and consideration to engagement and conversion, brands can refine their strategies and maximize their ROI. This approach is underscored by successful case studies, such as IWC’s campaigns, which saw significant boosts in boutique visitation and engagement by targeting high-income consumers within proximity to their locations.

In a recent campaign, IWC Schaffhausen, a luxury watchmaker, achieved impressive results by implementing a strategic, multi-tiered approach to elevate brand consideration and drive boutique visits. The brand focused on adults aged 35-54 with household incomes above $150K and used geo-targeting within a 25-minute radius of its boutique locations. IWC extended its strategy to maximize impact through an OOH extension, retargeting audiences previously exposed to OOH ads.

This approach led to remarkable outcomes: a 70% reduction in cost per visit (CPV) compared to the luxury benchmark, a 27.86% increase in boutique visitations, and an efficient click-through rate (CTR) of 0.20%. The case highlights how a well-orchestrated, data-driven approach can significantly elevate luxury retail brand visibility and customer engagement.

Brands must combine insightful audience segmentation with innovative targeting strategies to engage luxury audiences successfully. By leveraging Locala’s tools, exclusive placements, and interactive media formats, luxury marketers can reach affluent consumers effectively and meaningfully.

3 Simple Steps to Boost
Your Brand’s Impact This Holiday Season

The 2024 holiday season is shaping up to be a big one for Canadian retailers. Holiday spending in Canada is expected to rise by about 10%, reaching an average of $1,800 per person. With shoppers focused on finding value amid rising costs, a well-rounded holiday media strategy is essential to stand out and capture their attention.

To begin planning, marketers must ask themselves:

Who is my campaign targeting?
Where can I find them?
How can I engage consumers?
What results can I expect?

By implementing an omnichannel approach that’s personalized to the local consumer, brands can effectively reach their target holiday shopper audiences while boosting visibility and engagement. Find out how Locala’s advertising platform with granular insights and cutting-edge AI is key to ensuring your campaigns deliver actionable results.

Step #1 Understand Your Target Audience with Locala’s Audience Explorer

The first step in planning your campaign is to clearly identify and understand who and where your target audience is. Canadian consumers are increasingly selective about where they spend their holiday budgets, focusing on brands that offer strong value and rewards. With Locala’s Audience Explorer, brands can utilize consumer data on demographics, interests, and behaviors, and specifically identify their key audience segments —whether they’re tech enthusiasts, holiday shoppers, or families with kids. By understanding the nuances of your audience, you can craft messages that resonate and ensure your campaign hits the mark.

Step #2 Activating the Right Channels for Maximum Impact

After identifying your target audience, the next crucial step in a killer holiday media strategy is to activate the most effective channels for reaching them. By combining Digital Out-of-Home (DOOH) and Mobile, brands can significantly enhance their visibility and engagement during the holiday season.

Locala’s planning tool enables you to identify the areas with the highest affinity and strategically place DOOH screens in those locations. Location-based mobile outreach lets you retarget individuals who have already seen your DOOH ads. This extends your campaign’s reach while reinforcing your brand message across platforms. The result is a cohesive and memorable consumer experience. This omnichannel approach ensures that your brand stays top-of-mind as consumers make their holiday shopping decisions.

Step #3 Creating Engaging and Memorable Experiences

We measure a successful campaign not just by the number of impressions it generates, but by how well it creates an engaging and resonant experience with consumers.

Amplify your brand’s impact this holiday season by using large-format DOOH ads to capture broad attention. Complement this with mobile creative strategies to deepen engagement. Enhance the experience further by incorporating immersive “in-ad” video experiences and increase in-store traffic with features like the store navigator.

How a Beauty Brand Achieved Success with Locala

In preparation for the holiday season, a beauty brand launched a campaign aimed at expanding reach, boosting visibility, and driving in-store engagement across more than 500 stores. To achieve this, they partnered with Locala and implemented a powerful strategy where Large-format DOOH displays in high-traffic areas captured attention, while mobile ads re-targeted viewers to encourage in-store visits.

The campaign targeted women aged 30+ nationwide, using data insights to pinpoint high-potential areas with strong brand affinity. It delivered ads within 500 meters of DOOH screens near key retailers to maximize in-store conversions.

The campaign delivered outstanding results, including a 70% viewability rate, a 5% uplift in in-store visits, and a 65% reduction in cost per visit compared to industry benchmarks. Additionally, mobile ads saw a 90% improvement in click-through rates versus the industry average, highlighting the campaign’s success in driving both visibility and engagement.

Make This Holiday Season Your Best Yet

The 2024 holiday season offers tremendous opportunities for Canadian brands ready to connect with consumers who value well-timed, relevant campaigns. By implementing a media strategy that aligns with key shopping dates and resonates with your core audiences, you can drive real results this season.

Why Locala?

With AI-driven insights, advanced reporting, and a global reach allowing localized activation, Locala enables brands to deliver impactful, omnichannel creative campaigns that resonate with consumers during the critical holiday season. Locala empowers brands to excel in their holiday marketing efforts through smart planning so that they can achieve effective engagement.

Contact us to learn more about how Locala can drive meaningful results and maximize your return on investment this holiday season.

Adtech : Un partenariat entre
DoubleVerify et Locala

Locala, expert en publicité géolocalisée, annonce une collaboration exclusive avec DoubleVerify, leader en analyse de la qualité des campagnes médias digitales. Grâce à cette alliance, Locala bénéficie des solutions de mesure d’attention DV Authentic Attention, des fonctionnalités Authentic Ad pour la qualité média, et du Fraud Lab DV, renforçant ainsi sa capacité à optimiser l’efficacité publicitaire tout en assurant une protection complète contre la fraude.

“Ce partenariat nous permet d’exploiter les mesures post-bid classiques telles que la visibilité et la Brand Safety, tout en accédant aux capacités de mesure de l’attention”, précise Dominique Blanc, Global VP Customer Success chez Locala.

Démystifier la publicité numérique

The digital advertising space is constantly evolving as new technologies and practices arise, and the vocabulary changes just as rapidly. In a world driven by data and insights, understanding the nuances behind terms and concepts can make all the difference. Like many others in the industry, Locala adapts to these changing terms and even coins new ones to reflect our innovative approach in the digital advertising space.

To simplify things, we’ve created a brief glossary that highlights some of the key terms currently used in the advertising industry:

Territorial data: Socio-demographic information attached to a zone, provided by statistical bureaus.

Exclusive Shoppers: Those who have only visited your locations within the past month.

Switchers: Those who have visited both your locations and your competitors’ locations within the past month.

Most Valuable Prospects: Those who have never visited your location but, have a high affinity to the area where your location is and frequently visit those within the same category/go to your competitors. They have a High likelihood of becoming long-term, profitable customers.

Draw-In rate: Is calculated by dividing the number of visits by the sum of visits + passersby. For instance, if there were 10 visits and 90 passersby, the draw-in rate would be 10%.

Uplift: Footfall Uplift is the increase in footfall observed between the exposed and control groups, expressed as a percentage. The bigger the uplift is, the more we positively changed consumers’ behaviors.

Incremental Visits: Refers to the number of additional visits to a store that can be attributed to a specific marketing campaign. (Incremental visits are a subset of the visits).

Dynamic Commerce Areas: DCA gives marketers a better understanding of consumer behaviors and footfall trends within specific areas. By analyzing the data associated with a DCA, marketers can gain insights into customer behavior, identify areas of opportunity, and make more informed decisions.

DOOH: A new take on classic outdoor advertisements which enhances billboards, posters, and signage with new technology, enabling interesting new features such as interactions between the ad and its viewers, remote control of campaigns, real-time bidding for ad time on physical billboards, targeting of audiences.

CTV: Stands for Connected TV. – Is a subset of OTT. CTV is a TV that is connected to the internet via an internal device (i.e. Smart TV) or an external device (for example, Apple TV, Roku, or gaming consoles). Video content is delivered to a TV screen, through the internet.

OTT: ‘Over the top’ media which encompasses all Linear TV or Video on Demand (VOD) (e.g. AVOD or Broadcaster VOD) streaming content providers (such as Netflix, Hulu, etc.) These content providers distribute directly to viewers over the internet. OTT includes all devices and environments including Mobile, Desktop; App, Web and is not exclusive to CTV.

Device ID: A device ID is a unique, anonymized string of numbers and letters that identifies every individual smartphone or tablet in the world. It is stored on a mobile device and can be retrieved by any app that is downloaded and installed.

Territorial data: Socio-demographic information attached to a zone, provided by statistical bureaus.

POI Database: Locala’s POIs Database is aggregated by different suppliers and regularly fed by Locala ad-hoc requests It includes millions of Points of Interests references and locations all over the world.

Locala améliore la sécurité de la marque et les mesures de fraude publicitaire avec l’intégration IAS

NEW YORK – 2 décembre 2020 – Locala a annoncé aujourd’hui l’intégration mondiale des segments de ciblage Integral Ad Science (IAS) dans sa plateforme de drive-to-store Fusio. IAS est le leader mondial de la vérification des publicités numériques, offrant des technologies qui génèrent des supports publicitaires de haute qualité.

Selon le dernier rapport sur la qualité des médias d’IAS, les campagnes dans lesquelles les outils d’atténuation de la fraude n’étaient pas présents ont tendance à rencontrer des niveaux de fraude publicitaire jusqu’à 25 fois plus élevés que ceux optimisés contre la fraude publicitaire. Désormais disponibles dans Fusio, les segments de ciblage IAS aident les annonceurs à prévenir la fraude publicitaire, à améliorer la visibilité et à répondre aux exigences de sécurité de la marque. Le partenariat amélioré aidera à garantir que les clients utilisant la plateforme drive-to-store de Locala maximisent leurs investissements publicitaires tout au long de la campagne.

L’intégration aide les clients de Locala à contrôler le contenu qui est présenté à côté de leur marque et à maximiser leurs dépenses médiatiques. Les marques pourront activer les paramètres de ligne complémentaire et choisir les segments spécifiques sur lesquels elles souhaitent enchérir ou les segments à exclure dans la section d’approvisionnement dans trois catégories :

Visibilité : enchérissez uniquement sur les emplacements qui atteignent ou dépassent les objectifs de visibilité, afin de garantir que de vraies personnes voient les campagnes.
Sécurité de la marque : seuils de risque de marque personnalisables pour protéger le nom et la réputation de la marque.
Fraude publicitaire : tirez le meilleur parti des budgets publicitaires en vous assurant qu’ils ne sont pas gaspillés sur des emplacements suspects.

La nouvelle version est un excellent ajout aux autres outils de sécurité de la marque et anti-fraude que Locala a déjà mis en œuvre dans la plate-forme Fusio. Cela inclut des listes d’inclusion et d’exclusion organisées ainsi que des offres d’éditeurs premium, garantissant que les campagnes sont exécutées sur un inventaire de qualité, afin que les annonceurs puissent être sûrs que leur marque est associée au bon contenu. Locala a également développé un algorithme propriétaire, appelé GeoAccuracy, qui filtre les données de localisation suspectes utilisées pour le ciblage afin de garantir que les enchères publicitaires atteignent de vraies personnes autour de magasins réels.

“IAS est un partenaire de longue date de Locala, s’assurant que nous fournissons à nos clients les meilleurs outils pour protéger leur marque”, a déclaré le PDG de Locala, Christophe Collet. “Cette intégration souligne notre engagement à garantir la protection de nos clients, en leur offrant la possibilité de déterminer à l’avance la visibilité qu’ils souhaitent, de personnaliser l’endroit où le contenu s’affiche et d’éviter le gaspillage de placements suspects. Nous sommes ravis de pouvoir déployer cette offre auprès de nos clients afin qu’ils puissent mener leurs campagnes drive-to-store avec encore plus de confiance.

« En collaboration avec Locala, nous aidons les annonceurs à continuer à relever la barre des normes de visibilité et des efforts d’adéquation de la marque, tout en réduisant la fraude publicitaire dans leurs campagnes programmatiques », a déclaré Chance Johnson, directeur des revenus, Integral Ad Science. “Alors que les investissements programmatiques mobiles continuent de croître dans le monde entier, cette nouvelle intégration avec IAS et Locala apportera une plus grande efficacité aux campagnes et générera de meilleurs résultats commerciaux.”

Locala promuove misure di sicurezza del marchio e frode pubblicitaria con l’integrazione di IAS

NEW YORK – 2 dicembre 2020 – Locala ha annunciato oggi l’integrazione globale di Integral Ad Science (IAS) per i segmenti di targeting nella sua piattaforma drive-to-store Fusio. IAS è il leader globale nella verifica degli annunci digitali, offrendo tecnologie che promuovono media pubblicitari di alta qualità.

Secondo l’ultimo Media Quality Report di IAS, le campagne in cui non erano presenti strumenti di mitigazione delle frodi tendono a incontrare livelli di frode pubblicitaria fino a 25 volte superiori a quelli ottimizzati contro la frode pubblicitaria. Ora disponibili in Fusio, i segmenti di targeting IAS aiutano gli inserzionisti a prevenire le frodi pubblicitarie, migliorare la visibilità e soddisfare i requisiti di sicurezza del marchio. La partnership rafforzata aiuterà a garantire che i clienti che utilizzano la piattaforma drive-to-store di Locala massimizzino i loro dollari pubblicitari durante l’intera campagna.

L’integrazione aiuta i clienti Locala a controllare i contenuti presentati accanto al loro marchio e a massimizzare la spesa per i media. I marchi potranno attivare le impostazioni della linea aggiuntiva e scegliere i segmenti specifici per i quali desiderano fare offerte o i segmenti da escludere nella sezione dell’offerta in tre categorie:

Visibilità: fai offerte solo per i posizionamenti che soddisfano o superano gli obiettivi di visibilità, per garantire che persone reali vedano le campagne.
Sicurezza del marchio: soglie di rischio del marchio personalizzabili per proteggere il nome e la reputazione del marchio.
Frode pubblicitaria: ottieni il massimo dai budget pubblicitari assicurandoti che i budget non vengano sprecati in posizionamenti sospetti.

La nuova versione è un’ottima aggiunta agli altri strumenti di sicurezza e antifrode del marchio che Locala ha già implementato nella piattaforma Fusio. Ciò include elenchi di inclusione ed esclusione curati, nonché offerte premium per i publisher, assicurando che le campagne vengano eseguite su uno spazio pubblicitario di qualità, in modo che gli inserzionisti possano essere certi che il loro marchio sia associato ai contenuti giusti. Locala ha anche sviluppato un algoritmo proprietario, chiamato GeoAccuracy, che filtra i dati sulla posizione sospetta utilizzati per il targeting per garantire che le offerte pubblicitarie raggiungano persone reali nei negozi reali.

“IAS è un partner di lunga data di Locala, assicurandosi di fornire ai nostri clienti gli strumenti migliori per proteggere il loro marchio”, ha affermato Christophe Collet, CEO di Locala. “Questa integrazione evidenzia il nostro impegno nel garantire che i nostri clienti siano protetti, offrendo l’opportunità di predeterminare la visibilità che desiderano, personalizzando dove vengono visualizzati i contenuti ed evitando sprechi in posizionamenti sospetti. Siamo lieti di poter presentare questa offerta ai nostri clienti in modo che possano gestire con ancora più sicurezza le loro campagne drive-to-store”.

“In collaborazione con Locala, stiamo aiutando gli inserzionisti a continuare ad alzare il livello degli standard di visibilità e degli sforzi di idoneità del marchio, riducendo al contempo le frodi pubblicitarie nelle loro campagne programmatiche”, ha affermato Chance Johnson, Chief Revenue Officer, Integral Ad Science. “Poiché gli investimenti programmatici mobili continuano a crescere in tutto il mondo, questa nuova integrazione con IAS e Locala porterà una maggiore efficienza alle campagne e porterà a risultati di business più solidi”.

Category: Uncategorized