Are You a Pollinator? – Interview with Skip Brand, CEO of Martini Media
Niche Marketing for Greater Market Understanding
Martini Media has been a pioneer in advertising to the wealthiest consumers across niche media. The company has a digital media platform for reaching America's most influential consumers. In Technorati's interview with Skip Brand, CEO of Martini Media, we learn that while it's no secret that the influence of people is different, distinguishing who's who isn't easy.
"Every marketer wants to connect with people who have greater spending ability and influence." Skip claims. "But influencers have been hard to find and expensive to cultivate, leaving many marketers to stick with the traditional methods of a mass marketing and advertising strategy."
Martini offers an alternative solution. They operate a publisher network of 1,000 affluent, engaging sites on the web in lifestyle and business. And for their 270+ yearly premium advertising clients, Martini leverages proprietary ad-targeting technology and audience data sets to maximize each interaction between audience, advertiser and media. "These online destinations that attract agenda-setters in meaningful numbers," Skip explains.
The consumers with the most money and influence online are setting their agendas according to the specialty sites that focus on a single topic. Simply put, this audience reads more, shares more, and engages with ads more than anyone else. "They buy 3x more toilet paper, and are online 34 hours a week. Those with the most money are the most engaged, because they spend money online to save time," Skip comments.
The characteristics of these influential consumers, includes:
- Make up 21% of the population and earn over $100,000 a year
- Spend up to 34 hours a week online following their passions
- Make up to 70% of the spending power in the Unites States
- Share a unique relationship with the niche sites they frequent
- Help voice and shape opinions online and across their social networks