Update: ChoiceStream e-mailed to clarify some errors in our post, so we've updated the text below. ChoiceStream also let us know that "Maybach is not a client of ChoiceStream. ChoiceStream measures advertising audience trends via its Audience Cost Calendar Index, which tracks more than 300 specific audience segments for trends within the advertising buying and selling ecosystem on a monthly basis. Maybach happened to be one of those audience segments, aligned with the luxury vehicle category, which is why ChoiceStream identified the anomaly in the data correlating to the rise in popularity of Lorde's song."

People who read this site might be interested in Maybach because it spent almost all of its last revival in the Intensive Care Unit, and its next Lazarus act is expected to commence this November. But so-called millennials who know nothing of Maybach and have no interest in it beyond the curious have driven up the price of digital advertising for the luxury brand more than two-fold, at the same time as they're providing more lessons for Big Data.

A line in New Zealand singer Lorde's song "Royals" released last summer that goes, "But everybody's like Cristal, Maybach, diamonds on your timepiece," has all kinds of kiddies trying to figure out "WTF is a Maybach?" According to online ad platform ChoiceStream, the spike in searches – even among a demographic "who are totally unqualified" – sent the cost of online advertising targeting potential Maybach buyers up by 233 percent compared to the cost of advertising to all demographics; this even as Google Trends tracked the continued decline of the search term "Maybach." Meanwhile, other luxury automotive brands were paying 148-percent less compared to the price of general advertising in order to reach their target demos.

ChoiceStream said part of the cost increase was due to the fact that it was millennials doing the searching, and because they're so hard to reach, ads delivered to them command a premium. A ChoiceStream exec told us it has algorithms to detect such anomalies, such as when prized eyeballs boosting the ad value of the product don't provide any benefit to the advertiser, but other advertisers might not. Said the exec, "whoever is running ads for Maybach will be the ones to address the issue." Even with the ad-servicing cost, the snafu is a problem that Cadillac, mentioned in the previous line in "Royals" – "We don't care, we're driving Cadillacs in our dreams," – would probably not mind having.


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  • 41 Comments
      ragtopdodge
      • 8 Months Ago
      I think Rick Ross and/or Nikki Minaj had "Maybach" in their songs first. But seriously...who cares?
      jonnybimmer
      • 8 Months Ago
      Talk about short-term memory, it's not like they're some obscure brand. Rick Ross's "Maybach Music", Jay-Z/Kanye Wests's chopped up creation in the Otis music video, and all on a company that (re)started just over 10 years ago and only ended production just last year.
        Card13
        • 8 Months Ago
        @jonnybimmer
        Those artists have a slightly different demographic. People who follow rap/hip hop, regardless of age, are pretty familiar with Maybach by now
      zzzzzz
      • 8 Months Ago
      She is downright homely in that picture!
        Dump
        • 8 Months Ago
        @zzzzzz
        Seems like you totally missed the point of her music, huh?
        Bernard
        • 8 Months Ago
        @zzzzzz
        I know, I had step away from the monitor when this article showed up.
      Jonathan
      • 8 Months Ago
      My cousin was born in 2004, and he's knows what a Maybach is. These children must live in fly-over states, or some unknown countries. Maybach's were famous with entertainers, just not non-famous millionaires. They were (still are) in several music videos.
      ksrcm
      • 8 Months Ago
      Guys, we just surpassed (and I mean went to orbit surpassed) "First World problem" situation and went straight into "Stupid World problem". "Stupid" being adjective applied to "World", not to "problem".
      Winnie Jenkems
      • 8 Months Ago
      I am SO sick of that awful, whiny song. And this chick is 17? She looks like shes 38 and has been addicted to meth for the past decade. Woof.
        Losferatu
        • 8 Months Ago
        @Winnie Jenkems
        Contrary to most teenage pop singers out there she has some actual talent and is pretty down to earth. I admire her for lambasting a magazine that photoshopped our her acne on a concert photo. Also, what do her looks have to do with anything? Please post a pic of your gorgeous face so we can decide if you;re hot or not. But why do I try? Most commenters on the internet come out to spew negativity hiding behind the anonymity of their avatar.
      Brodz
      • 8 Months Ago
      -_- Stupid kids. And who would drive a cadillac in their dreams?
      RetrogradE
      • 8 Months Ago
      "People who read this site..." Jonathan, no one reads this site. Some of us try and translate these articles into readable English, but mostly we're here for the pictures. It's rare to find a well-written, compelling article on AB. For what it's worth, I like the song Royals and I think it's bada$$ that a 16 year old girl wrote it. Her other music is well-thought-out and well produced. Good for her. On another note, I once saw Floyd Mayweather's Maybach in Vegas and the badging on the deck lid had been changed to read "MAYWEATHER."
        Sean
        • 8 Months Ago
        @RetrogradE
        I'm having a hard time reading this post. I can barely see through the cloud of smug floating around it.
      axton72op8
      • 8 Months Ago
      no offense to the singer, but as soon as i hear that song the first seconds i change the station, id rather listen to a half static radio station. it cant be popular its probably one of those songs that label owned stations or dj's keep playing to try and get people to trend it
        Losferatu
        • 8 Months Ago
        @axton72op8
        It worked, she sold a **** ton of albums and won a grammy I think.
      • 8 Months Ago
      [blocked]
        J W
        • 8 Months Ago
        Heaven forbid you use the internet to look up something you don't know anything about. Only know the things you know and never expand your mind.
        Marc Hamady
        • 8 Months Ago
        I know Maybachs are shitty overpriced wanna-be Bentleys and Rolls-Royces.
      fabianbond
      • 8 Months Ago
      I don't understand how this drives up the price if millennials can't even afford the car? What about the constant use of them in rap videos/songs? Isn't a mention in a hit song free advertising? :(
        ScottT
        • 8 Months Ago
        @fabianbond
        They are talking about targeted online advertising. Companies can target their advertisements towards internet users who are doing searches for related items (or items that a company believes would indicate that the user would be interested in their product). For example, if you do a search on free weights, you may get advertisements for protein shakes. And the advertising company pays for these advertisements. So this song is causing advertisers to send advertisements to people who don't fit into their target group. I'd imagine this sort of thing happens all the time.
      to your email L
      • 8 Months Ago
      I"ve seen exactly 3 Maybachs on the roads, they are one fugly car. If I won the lottery I WOULD NOT buy one.
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