ChoiceStream’s October Audience Cost Calendar Reveals Six Month High for Travel Segments in Online Advertising

BOSTON, MA – ChoiceStream, the top choice for brand advertisers interested in advanced target optimization and programmatic buying, today announced the next installment of its Audience Cost Calendar — a monthly aggregation of impressions traded on digital ad exchanges. The Audience Cost Calendar was created to help media buyers and marketers understand trends in the cost of various online audiences. Last month’s data (September 2013) shows the cost index tightened up slightly month-over-month, as the range narrowed (between 55 to nearly 237). Media planners and buyers in September were beginning to increase their programmatic buys in the hope of driving more success for direct response and branding campaigns as they gear up for the holiday shopping season.

“September had some very unusual and interesting audience segment and cost index rankings,” said Bill Guild, Vice President, Marketing at ChoiceStream. “Including significant ranking increases for Pet Events and High Net Worth audiences. We attribute both of these jumps to the many pet-related events that took place during the month including the Adoptapalooza event in New York City and multiple animal shelter fundraising walks around the country.”

Some of the top performing segments based on month-over-month (August to September) increase in rank includes:

· Automotive: RVs – remained at #1 two months running

· Travel: Italy – stepped up from 5 in August to #2 in September

· Travel: United Kingdom – hopped from 6 in August to #3 in September

· Automotive: Scion – jumped from 31 in August to the #4 spot in September

· Sports: College Sports – rose from 85 in August to #6 in September
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In spite of the nervousness of many as a result of the Shutdown and the Debt Ceiling battle in Washington D.C., segments such as Services: Contractors, Construction and Business: Logistics were humming along in September. Business Logistics rose 153 spots in rank and saw its Cost Index rise by more than 20 points month-over-month from August to September while Services: Contractors, Construction hurtled up the rankings from 294 in August to 49th in September, while its cost index rose 86 percent from near 80 in August to 151 in September. Other segments, which rose in rank month-over-month from August to September that underscore this conclusion include the Careers: Management and Business and the Business: Small Business and Services segment.

To view the full infographic, complete dataset and the most active categories for the month of September, take a look at ChoiceStream’s Audience Cost Calendar that can be found here.

About ChoiceStream
ChoiceStream improves ad relevance and digital campaign performance by programmatically selecting optimum advertising opportunities based on a dynamic understanding of consumer’s active preferences. With an extensive first and third party data network enhanced by proprietary data, ChoiceStream can target and convert the most valuable consumers in real-time. ChoiceStream is headquartered in the Innovation District of Boston and works with industry leading brands and their agencies. For more information on ChoiceStream, please visit

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Lars M. B. Anthonisen is Global Account Lead @ Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, CMO at Adform and Digital Manager at Universal McCann Worldwide.

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