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Do premium environments deliver better results?

Original article

Think Premium Digital is an industry organisation designed to help marketers and their agency partners in the increasingly complex world of digital media. Think Premium Digital is a subdivision of the Premium Content Alliance.

Not all digital media is equal and now there’s proof. It’s the research we’ve all been waiting for.

The Benchmark Series, Australia’s largest cross-media advertising effectiveness study, proves definitively that advertising in premium media is more effective than run of the internet. Commissioned by ThinkPremiumDigital, The Benchmark Series has been overseen by Dr Duane Varan, CEO of audience research lab MediaScience.

Findings include:

    1. Premium matters Premium display and video placements drive 2.4x better recall and 1.6x brand lift compared to run of internet. This is even more pronounced for light buyers, the most important audience for brand growth with premium display and video placements delivering 3 times the recall and 2.8x the brand lift compared to run of the internet.
    2. Premium display = premium impact Premium display alone generates 3.5x the brand recall compared to display across the run of internet sites.
    3. Short-form video takes its rightful place Short form in premium environments offers 1.8x better recall and 2.8x the brand lift than short-form video on run of the internet. While short-form video in premium environments delivers 1.8x higher recall than Facebook video.

Find out how the research was conducted: