Posted on 08 October, 2018
Lifestyle content, with luxury elements, occupies a special position in the media landscape, offering a powerful mix of desire, aspiration and escapism. From up-and-coming professionals to seasoned executives, it resonates strongly with a broad spectrum across the many demographic groups, compelling them to keep reaching, watching and clicking.
An article titled 10 Best Bars in Rome will perform reasonably well, but a photo gallery of the deepest, darkest Peru will do better.
The global market for $$ bills
The global market for all Goods & Services advertising reached $544 billion by the end of 2015, growing at a rate of 4% year-on-year. Fashion, cosmetics, spirits, fragrances, watches, jewelry handbags and luggage manufacturers are part of that advertising spend drive. According to Marketingcharts.com 83% of luxury marketers agreed that premiums for cost-per-thousand-impressions (CPMs) for sites that reach lifestyle and luxury consumers was worth paying for.
Luxury brands have also, traditionally, maintained a closely forged relationship with publisher's editorial teams. Strategic placement of licensed content can help as advertisers seek a strong return on their investment.
Using licensed content
Doing lifestyle content first-hand is expensive. Doing lifestyle content globally is expensive and time-consuming. Licensing offers advantages of high-quality content available in a much more cost-effective way.
Licensed content to utilise can range from high-quality photos, digital videos, print journalism and infographics.
Content created specifically for digital platforms is the easiest to consume. Combining digital content, for example licensed digital video with an article, publishers can create a 'Lifestyle Strand' to use alongside their own content expertise in other areas.
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