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14 March 2022
Should advertisers go social or go premium?
Digital media planning & buyingOnline video planning & buyingSocial media planning & buying
‘Go where the consumers are’ is the traditional advertising cry, and these days that’s very often social media – but new research from Australia suggests that the amount of time spent on a platform is not necessarily a good measure for selecting media channels.
Why it matters
The third part of a research project from industry body ThinkPremiumDigital finds that time spent with premium publisher assets delivers significantly greater ad exposure and ad attention than similar time spent on social media. (Two earlier research phases looked at how premium publisher assets performed better than the standard internet, and how premium publisher video assets outperformed YouTube.)
The conclusion is that it’s better to choose media platforms that give ads the best chance of being seen, by focusing on ad attention instead of time spent.
An hour of time spent with premium video provides 2.2 times more ad exposure than YouTube and 16 times more than social video.
An hour of time spent with premium video provides 2.6 times more ad attention than YouTube and 25 times more ad attention than social video.
Total time spent converts to 10.2% ad exposure for premium video which is 2.3 times better than YouTube (4.5%) and 14.6 times better than social video (0.7%).
“If you use ‘time spent’ data to guide your media choices, make sure it’s time spent with advertising. After all, if people aren’t spending time with ads, there’s little point investing in the platform” – Venessa Hunt, general manager at ThinkPremiumDigital.