Even though retail brands have the highest programmatic ad spend of all other categories, fashion brands place a relatively low percentage of their impressions through programmatic media. Just 12% of impressions for brands in L2’s Fashion Index were placed through desktop, 11% through tablet, and 8% on mobile phones. The numbers suggest brands prefer targeting consumers on tablets rather than mobile in order to reach them on a device where purchases can be completed seamlessly.
Vineyard Vines, Hugo Boss, Burberry and Tommy Hilfiger stand out in their use of programmatic. Vineyard Vines gathers 72% of its desktop impressions from programmatic and places an even higher emphasis on the medium on smartphones. 92% of the brand’s mobile impressions are placed through programmatic.
Chanel, Coach and Helmut Lang fall on the other end of the spectrum with insignificant programmatic buys. Chanel, for example, purchases only 1% of desktop impressions and 2% of mobile impressions through programmatic.