The Premium Effectiveness study will determine how premium media channels supercharge awareness, affinity, loyalty, endorsement and business outcomes.
Through its inaugural study, the Premium Content Alliance will quantify the benefits of placing ads in premium media environments.
The Premium Effectiveness Study is designed to understand the branding value of premium advertising inventory versus other media options such as Facebook and YouTube.
Premium media is defined as media placements that align with professionally produced content, content that is curated and overseen by experienced editors, producers and journalists. This includes news media environments as well as other content categories including lifestyle, entertainment and sport.
In recent years, studies have shown advertising in premium channels compared to non-premium platforms offers real business results. For example, in 2016, Comscore found premium media to be three times more effective in driving mid-funnel brand metrics such as favourability, consideration and recommendation.
Conducted by MediaScience, the Premium Effectiveness Study will go deeper to dissect the performance of specific ad units including display and short-form video on desktop and mobile in premium media environments, as well as print advertising units.
Leading the study is MediaScience CEO Dr Duane Varan, a global pioneer in lab-based research integrating biometrics, facial coding, eye tracking, response latency testing and emerging measurement methods to understand the emotional dimensions of media encounters. Dr Varan has worked with the world’s leading media companies including Disney, CBS, NBC, Discovery Channel and MTV.
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