What's Happening?
A new study by PA Consulting and The Trade Desk Intelligence reveals that advertising on premium media significantly enhances brand value compared to cheaper alternatives. The research indicates that premium media placements
drive 40% higher purchase intent and are 30% more effective than less premium options. The study involved in-depth interviews with academic experts and a survey of 4,500 people across the U.S., the U.K., and France. It highlights the importance of brand affinity and high-quality content environments in premium media, which foster trust and elevate brand impact.
Why It's Important?
The findings underscore the strategic advantage of investing in premium media for advertisers. As the digital landscape becomes increasingly crowded, the quality of media placements can be a critical differentiator for brands. Premium media not only enhances consumer trust but also boosts purchase intent, offering a more effective return on investment. This insight is crucial for marketers aiming to optimize their advertising strategies and achieve better engagement with their target audiences.
