• The Drum, Wednesday, July 13, 2016 6:30 AM

A report earlier this year by ZenithOptimedia found that luxury goods manufacturers, despite lagging behind the wider advertising market, are starting to invest more budget in digital media and marketing at the expense of offline channels. Publicis Groupe projected that digital will be the largest luxury advertising medium in 2017, overtaking print and TV, accounting for 32.1% of total spend by such brands, according to a report in The Drum. But ZenithOptimedia found that luxury brands seek control of the environments where they advertise and perceive that purchasing media programmatically can leave them vulnerable. “How fast the adoption of an uncertain medium like programmatic will be remains to be seen, but as the advertising industry makes further digital dives in that direction, luxury brands will need to figure out how to replicate the brand experiences that form their heartland in today’s media landscape," writes The Drum's Natalie Mortimer. Luxury brands want control over the sites they appear in and how they appear; brand safety is paramount.

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