Advertising in premium digital media is effective: Australian study | WARC | The Feed

Advertising in premium digital media is effective: Australian study

Advertising in premium digital media creates superior recall and brand uplift and is more effective than run of the internet and Facebook, according to an Australian study by research lab MediaScience.

Why it matters

Not all digital media is equal and premium digital – with premium content and context – is a better choice for advertisers due to its ability to encode memories and build brands, says a study commissioned by ThinkPremiumDigital that measured key metrics across short- and long-term memory as well as brand lift. 

Four findings

• Premium display and video placements drive 2.4 times better recall and 1.6 times brand lift compared to run of internet, which includes niche and non-premium sites such as TechRadar, The Daily Mail, Mamamia and Buzzfeed.
• Premium placement is even more effective for light buyers – the most important audience for brand growth – with premium display and video placements delivering three times the recall and 2.8 times the brand lift compared to run of internet.
• Premium display equals premium impact, with the former alone generating 3.5 times the brand recall compared to display across run of internet sites.
• Short form video in premium environments offers 1.8 times better recall and 2.8 times the brand lift, while short-form video in premium environments delivers 1.8 times higher recall than Facebook video.

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