The recent growth of audience targeting and programmatic implementation has called into question the importance of environment as a focus for ad placement.
However many recent, independent studies have demonstrated the value of context in digital environments on key business and brand metrics.
And since GDPR landed, browsers have clamped down on 3rd party cookies and initiatives like ads.txt and ads.cert have taken a hold. The practices adopted by the buy side to find premium audiences are being challenged and publishers are very much back in the driving seat.
With publisher websites framing the conversation between consumers and a brand, premium media has the power to drive significant uplifts across the metrics that matter to advertisers most
Premium media builds trust
● Consumers are 48% more likely to trust premium sites vs. social networks*
● Translates to a 49% increase in trust in ads on premium sites*
● 76% of consumers would only buy from a brand they trust**
*Source: AOP & comScore: The Value of Trust, 2012
**Source: Unruly, The Importance of Trust and How to Build It, 2018
Ads on premium media drive attention and engagement
● Consumers spend 17% longer viewing ads on premium sites*
● Ads on premium sites are 3 x more likely to drive mid-funnel brand metrics**
● Ads on premium sites drive higher levels of memory encoding and engagement than social sites***
**Source: AOP
**Source: comScore: The Halo Effect: How Advertising on Premium Publishers Drives Higher Ad Effectiveness
***Source: Newsworks, Neuro-Insight & AOP: A brain science study revealing why ads in quality editorial environments are more effective,
2018
Ads on premium media drive action
● Ads on premium sites deliver a 23% uplift in subsequent searches for the brand*
● Ads on premium sites deliver a 153% uplift in subsequent brand site visits*
*Source: AOP & comScore: The Value of Trust, 2012
Premium media delivers value for advertisers
● Quality online environments are 42% more cost effective*
*Source: GroupM & Newsworks: The value of quality, 2018
Audience targeting is important – knowing who and where your consumer is can’t be underestimated, but environment still plays a huge part in how an ad is received. Premium environments build trust, they drive brand and business metrics and ads on premium reap the benefits.
Ultimately premium environments deliver value. Not all impressions are created equal, so make sure yours matter.
Source:unruly
