Affluent Digital Media (ADM) has launched today, becoming the UK’s first ad network that targets only a High Net Worth audience.
ADM’s launch means that for the first time in the UK, agencies are able to target a specific audience of high earners in one media buy. ADM is part of the TDP Media Group, which also owns The Digital Partnership (TDP), the UK’s largest b2b ad network.
ADM uses the same data-driven targeting technology as TDP, but with more than 100 premium lifestyle sites can target a specific affluent audience for an advertiser’s campaigns. ADM’s premium sites include Square Mile, The Wealth Collection, Elite Traveller and Polo Times, all of which have an audience demographic with a high disposable income. Agencies have traditionally approached premium advertising on a costly site-specific basis, but ADM’s launch means advertisers can now reach individuals with the most buying power much more cost effectively.
“This is great news for advertisers as a high net worth audience has traditionally been hard to reach,” said Matt Gower, TDP Media Group MD. “The site-specific approach preferred previously can be hugely expensive but with access to such a range of premium professional and lifestyle sites it means we are able to offer far superior ROI for agencies and their clients in the UK.”
Access to such a targeted high spending audience has proved an attractive proposition to London agencies, with a number ready to begin campaigns with ADM over the coming months. High Net Worth users are a community that consistently return to their preferred sites and ADM’s combination of data targeting, audience analysis and optimisation provides the ability to re-target visitors to a site that did not convert on a first visit.
“Whether an advertiser is looking for brand building or pure DR, ADM is able to reach a high net worth target audience more effectively than any other method in the UK,” concluded Matt Gower. “We’re confident that agencies and their clients will be queuing up run campaigns over ADM as it is more cost-effective and delivers better ROI than previous approaches.”
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