Now that fall is here, interest segments such as back-to-school, traveling, and fantasy football are on the top of people's minds—and many are on the radar of programmatic buyers, according to data from ChoiceStream.
The company, which provides programmatic media buying, looked at the average price of RTB inventory for August 2013, and compared the prices of certain interest segments to the overall average. It has been tracking this Audience Cost Calendar since May 2012, gathering information about segments over time for advertisers in the RTB space.
One popular category in August 2013 was fantasy sports, which saw an index of 173, up from 122 in July 2013. Comparing this to the overall average of 100, the RTB inventory targeting the fantasy sports segment cost 73% more than the overall average price of a piece of RTB inventory in August. Travel was also popular, with three of the top ten segments during August: travel to Canada, Italy, and Australia/New Zealand were all in the top ten in terms of ranking.
Several other segments related to luxury automotive also saw relatively higher prices for RTB inventory during August, as the segment for Maybach had an index of 179 and the segment for Hummer was 147 in August.