Study: Luxury can also work online

Does luxury advertising also work online? The marketer Web2com, Cash-Online and the luxury watch brand Maurice de Mauriac have tested several online advertising media for their effectiveness. The results were very positive. The website achieved an increase in visitors of over 130 percent during the campaign. Around 40 percent of visitors wanted to find out more about the new watch collection. 30 percent were interested in the catalog, and orders for the print catalog even doubled. The operators of the study came to the conclusion that large-scale advertising formats with a high proportion of images are particularly suitable for online advertising for luxury goods. The online advertising media used in the case study were full banners, leaderboards, skyscrapers, expandable skyscrapers and text ads. Intrusive animations and messages were deliberately avoided. The advertising media were placed on Cash.ch for one month. User interactions with the Maurice de Mauriac website were measured (post tracking). The click rates were 0.27% for the full banner, 0.39% for the leaderboard, 0.55% for the skyscraper and 6.56% for the expandable skyscraper. The click rates for the skyscraper and expandable skyscraper formats in particular significantly exceeded the average click rate.