ThinkPremiumDigital has released its largest cross-media advertising effectiveness study, highlighting the benefits of advertising in "premium" environments.
The Benchmark Series found that advertising in premium channels is more effective than run of the internet, which includes niche and non-premium sites - such as The Daily Mail, TechRadar, Mamamia, and Buzzfeed - and Facebook.
Overseen by MediaScience CEO Dr Duane Varan, the study included more than 5,350 participants and ran across 252 websites and looked at key metrics such as short and long-term memory as well as brand lift.
The study found that display and short-form videos in premium environments deliver 2.4 times better recall and 1.6 times the brand lift compared to run of the internet.
According to the study, display advertising alone drives 3.5 times more recall in premium environments versus run of the internet.
The study also found that short-form in premium environments offer 1.8 times better recall and 2.8 times the brand lift than short-form video on run of the internet. It also delivered 1.8 times higher recall than Facebook video.
“It’s logical that the content surrounding advertising affects its results,” says ThinkPremiumDigital general manager Venessa Hunt.
“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.”
While the study used Facebook as an “ambassador” for social media platforms, it didn’t differentiate between the premium content, which Facebook has been building up recently, and the rest of the platform.
“We're really just looking at it in aggregate, we're not really looking at any of the differences that exist under the hood,” Dr Varan says.
“That's really the task for future research. We also don't have sufficient scale in the study to look at what the impact was for each of the brands, we only look at it all in aggregate.”
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