Football Segments Begin Cost Dip On Programmatic Exchanges, Movies & TV Rising

ChoiceStream, a demand-side platform (DSP), has launched its October audience cost calendar, which looks at data from September and ranks 315 audience segments based on how much they cost advertisers to reach.

Travelers were the most expensive audiences to reach via programmatic buying in September, as they are most every month, with Travel: Italy, Middle East, Greece, Australia & New Zealand and Germany accounting for the five most expensive segments last month.

With the NFL sea on nearing its second month of action, reaching football and fantasy football fans has become slightly cheaper, relative to reaching other audiences. However, football and fantasy football audiences are still among the most expensive third to reach via programmatic exchanges.

The Movies and Television segments have become increasingly expensive, with both finishing in the top third of all segments for the third straight month. The segments were among the 75 cheapest in early 2014, but are now among the 100 most expensive (out of 315). 

“Entertainment marketers are realizing the need to increase advertising spend, and adjusting their budgets to engage online consumers and drive sales,” stated Bill Guild, VP of marketing at ChoiceStream. “Movie studios and TV networks have discovered the effectiveness of programmatic display advertising, and their spend in these areas is driving up real-time bids.”

The full infographic can be found here.

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