ThinkPremiumDigital has released the findings of its latest third-party research that aims to help buyers navigate the world of digital media.
The research is part of The Benchmark Series and looked at ad placement in websites branded premium digital. There has been some expectation amongst buyers, and certainly premium digital publishers, that ads in those properties work harder than those on non-premium sites.
The research involved 5,500 Australians looking at ad for seven brands across 252 different websites.
Spoiler alert early – ads in premium digital media do create improved recall and significant brand uplift.
The Benchmark Series is Australia’s largest-ever cross-media advertising effectiveness study into premium digital. This study was overseen by audience research lab MediaScience and its CEO Dr Duane Varan.
Participants looked at ads in premium digital, Facebook and run of internet sites including niche and what the researchers branded “non-premium” sites, including but not limited to, Mamamia, Buzzfeed, MailOnline and TechRadar.
ThinkPremiumDigital general manager Venessa Hunt said: “It’s logical that the content surrounding advertising affects its results. In plenty of media channels, we know this to be true and buy accordingly. However, when it comes to digital, there wasn’t the evidence to demonstrate it.
“Finally, there’s proof that premium digital is a better choice for advertisers; that premium content – and context – actually does matter. This ground-breaking research is exactly what we’ve been waiting for as it also highlights premium digital’s ability to encode memories certifying the ability to build brands.”
Mediaweek saw a presentation from Dr Varan and Venessa Hunt last week. Across two days this week they will also be presenting to Omnicom Media Group, Dentsu Aegis, IPG Brands, GroupM and Publicis.
The Benchmark Series findings verify what the market has assumed in the past about impact of the environment on the effectiveness of the ad.
Where does this have the most impact? ThinkPremiumDigital reports that it impacts a most import segment – light buyers. The researchers noted this was important because that type of customer is where a brand’s growth will come from.
Summary of research ThinkPremiumDigital findings
Premium placement delivered 2.4 times better recall and 1.6 times better brand lift compared to run of internet across display and short-form video.
Premium placement more effective for light buyers
Premium placement of display and short-form video delivers three times better recall than run of internet and 2.8 times the band lift.
Also better: Premium short-form video
1.8 times better recall and 2.8 times the brand lift in premium environment over run of internet.
MediaScience’s Dr Varan said: “The findings of this study are consistent with studies MediaScience has conducted in the US which have found premium content activates people’s cognitive resources. Consuming premium content opens the mind and memory pathways and this creates a halo effect for the ads in these channels leading to greater memory and brand preference.”
Hunt added: “We can now answer the age-old question, ‘does advertising in premium actually deliver better results?’ And the answer is a resounding yes.”
Venessa Hunt and Dr Duane Varan
See also: Venessa Hunt appointed general manager of ThinkPremiumDigital