How to capture a fashionista's attention programmatically

Posted by Lisa Mollura on Feb 18, 2016 11:11:56 AM

fashionista_blog_3.jpgNew York Fashion Week 2016 is wrapping up. Now that we've learned what will be on trend for the Fall season, how can programmatic buyers stay in front of fashionistas?

Here are 5 steps you should take before your fashion campaigns hit the runway. 


Step 1: Place ads where fashionistas look

It may seem obvious but we have to say it: don't rely on standard placements when trying to target fashion consumers. It is so last season. This is especially important when brands test new messages to reach their audience.        

Step 2: Viewability counts

In the fashion world, what's hot one week may not be the following week. Remember, it's all about being seen. Between changing trends and new promotions, make sure your ads are in view. Higher viewability and time in view leads to stronger performance

Step 3: Protect your house

Successful fashion brands care about quality; whether it's the design or materials, brands want the best.  Make sure that your ads run on quality publisher sites and in a fraud-free environment. 

Step 4: Take measurements

It may seem that your campaign's performance is off the charts but do a little digging. Do the sites meet brand standards? Are you protected against fraudulent activity? Make sure your brand is not running on counterfeit sites. Not cute.

Step 5: Analyze and Repeat

Fashion campaigns change every season. Make sure your campaigns are fresh and continue to monitor performance. 

Want to learn more about how you can fill your campaigns with some timeless pieces that always work? Check out our Programmatic Fashion Case Study. 

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