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About Us

ThinkPremiumDigital is an evidence-based industry body that was created to promote the true value of advertising in premium digital environments to agencies, and their clients. We achieve this through research that shows the business benefits of advertising in trusted premium video, display and native environments; namely that they deliver larger benefits to brands and business than other options in market.

Not all digital advertising is created equal and if you’re looking to use digital to drive bigger business impacts, you need to think premium.

So what is it that makes premium digital advertising, well, premium? The content it aligns with, for starters. Spanning a diverse range of genres including entertainment, lifestyle and sport, the common thread is the expertise behind its creation. Produced by the pros, premium digital content entertains, informs and engages more than 19.1 million Australians – that’s 90% of people (14+) – every month*.

The Facts About Premium Digital

ThinkPremiumDigital shareholder websites reach 19.1m Australians, that’s 90% of the population
ThinkPremiumDigital shareholder websites account for 15 of the top 20 news websites in Australia
ThinkPremiumDigital shareholder websites account for 8 of the top 10 sites for steaming video
A powerful media channel – premium digital drives bigger business impacts

What does “Premium Digital” mean?

1. Supported by premium, professionally produced content

For advertising environments to be deemed premium, they need to feature premium, professionally produced content. And several ingredients go into making true premium content. Quality is one but more than that, premium content engages, inspires and reflects Australian culture.

This content aligns with the moments that matter to Australians and has them gathering around the water cooler, real or virtual. From creating must-see content such as your favourite reality or drama programming to covering news and sport, premium content sits at the heart of Australian culture.

Professionally produced content also creates premium context. With recent and ongoing changes to privacy and tracking, the way we target audiences is changing. Contextual relevancy provides an environment for your brand to reach the right customer, at the right time in the right frame of mind. In fact, a recent study by Integral Ad Science found that 80% of consumers say ads related to the content they’re viewing impacts their perception of the brand.

With premium digital content spanning a range of genres including news, entertainment, lifestyle, finance, automotive and sport, there are contextually relevant environments for advertisers in a host of different categories. 

2. Brands that people know and trust

History, and research, shows that when brands work together, they share and benefit from each other’s core attributes. Think of iconic collaborations such as Tim Tam x Zumbo, BMW x Louis Vuitton, Go-Pro x Red Bull. What makes these partnerships successful is positioning, audience and tone. These are all relevant factors to consider as part of your media buying strategy as brand transference also occurs between publications and the advertising placed within them.

Trusted, stable brands that have stood the test of time provide a positive halo effect for advertisers. And consumers trust premium media brands, demonstrated by their willingness to subscribe and log in to see the content these publications offer. This clear value exchange, in turn, supports the first-party data opportunity for brands looking to advertise within these publications.

3. Brand safety

Sure, there’s some great user-generated content (UGC) out there but platforms that rely on unmonitored UGC are not without their risks. There are too many stories of live-streamed events that never should have been live-streamed or pieces of content uploaded without going through a series of checks and balances.

The only way to mitigate the risk is to choose digital environments where the content adheres to standards and regulation.

In 2020, reports of illegal and harmful content in digital environments reached a new peak. And earlier this year, the Australian eSafety Commissioner revealed that reports were up 53% for the first quarter of 2021.

No brand should be seen sitting alongside hate speech, violence, pornography, bullying, drugs, gambling or illegal content. A 2019 survey from the Trustworthy Accountability Group and Brand Safety Institute found that 80% of consumers would be deterred from purchasing a product that advertised adjacent to this content.

Add to that Magna’s The Brand Safety Effect study which found ads appearing near negative content result in a 2.8 times reduction in intent to associate with these brands.

4. Meaningful scale

Even if you have the top three covered, for an advertising environment to be meaningful to advertisers, you need to have some form of scale. The most beautiful, brand-safe site in the world is not relevant to advertisers if only four people visit it.

In his book How Brands Grow marketing guru Professor Byron Sharpe says brands need to target broadly to attract new customers as growth won’t come from the customers you already have buying more of your product. So, if you’re in the business of growing your brand, you need scale.

Bear in mind, not all so-called ‘scale’ is equal. When it comes to getting the most exposure for your ad dollars, it’s tempting to be wowed by big global audience numbers but not all jumbo-sized audiences are what they seem on the surface. Whatever the platform, are people actually seeing your ad in its entirety and for enough time for it to make an impact?

We are part of a bigger story:

We’re a part of the Premium Content Alliance, a wider industry organisation that promotes the value marketers get from investing in premium media. ThinkPremiumDigital sits alongside sister organisations ThinkNewsBrands and ThinkTV to form an umbrella that promotes the benefit of locally produced, premium content to advertisers.

Our shareholders

We’re the voice of Australia’s premium content producers, purveyors of premium digital content that create opportunities for businesses to grow.

Seven West Media

Seven West Media

Seven West Media is one of Australia’s most prominent media companies, with a market leading presence in content production across broadcast television, publishing and digital. 

Nine

Nine

When it comes to connecting brands with the passions of Australians, there’s no other media company like Nine. As the home of Australia’s most trusted and loved brands spanning news, business and finance, lifestyle, entertainment and sport, we pride ourselves on creating and curating quality content, accessed by consumers when and how they want.

Network 10

Network 10

We’re ViacomCBS Australia & New Zealand (Hello!), a division of ViacomCBS International Networks – which in turn is a division of ViacomCBS. We deliver content that is premium and differentiated to the young and young at heart in the way they want it via an enhanced viewing ecosystem.

Foxtel

Foxtel

Foxtel is Australia’s most innovative and dynamic media company, providing a premium, streamed and live, sport, movies, drama, news and entertainment experience; including Australia’s only dedicated, live, 4K broadcast channel.

Foxtel Media

Foxtel Media

We lead the way in developing innovative advertising solutions that create a closer connection between brands and their audiences. As part of Australia’s most valued entertainment experience, we go further to make your brand reach the right audience in an engaging and cost efficient way.

News Corp

News Corp

News Corp Australia is part of News Corp a global, diversified media and information services company focused on creating and distributing authoritative and engaging content. The company comprises businesses across a range of media, including: news and information services, subscription video services in Australia, book publishing and digital real estate services.

*Source: Roy Morgan July 2020 to June 2021. The TPD audience is Australians aged 14+ who visited at least one of the Australian websites/apps owned (or part owned) by News Corp Australia, Nine Entertainment Co, Seven West Media, Ten Network Holdings Limited and Viacom Digital. This includes visits via Apple news. The metric is the last 4 weeks averaged over the previous 12 months.

Research
10th Sep

Not all digital video is equal: Cheat Sheet

Premium digital environments matter, but how does premium digital video compare? Get the cheat sheet for the facts that prove video advertising within premium digital content creates superior memory retention.

Not all digital video is equal: Cheat Sheet

Premium digital environments matter, but how does premium digital video compare? Get the cheat sheet for the facts that prove video advertising within premium digital content creates superior memory retention.

Research
23rd Aug

Not all digital video is equal

Advertising in premium digital environments matters and is more effective for advertisers. Now, we dive into the world of premium video to see how it stacks up against user-generated and social video.

Not all digital video is equal

Advertising in premium digital environments matters and is more effective for advertisers. Now, we dive into the world of premium video to see how it stacks up against user-generated and social video.

Research
9th Jun

The Premium World of Digital: Cheat Sheet

Not all digital media is equal and now there’s proof. Get the cheat sheet for the facts that prove how premium digital delivers for advertisers.

The Premium World of Digital: Cheat Sheet

Not all digital media is equal and now there’s proof. Get the cheat sheet for the facts that prove how premium digital delivers for advertisers.

Research
2nd May

Welcome to the premium world of digital

Do premium environments deliver better results? Not all digital media is equal and now there’s proof. It’s the research we’ve all been waiting for.

Welcome to the premium world of digital

Do premium environments deliver better results? Not all digital media is equal and now there’s proof. It’s the research we’ve all been waiting for.

Research
30th Sep

What’s so premium about premium digital?

A cluster of recent studies demonstrate the superior benefits premium digital delivers for advertisers.

What’s so premium about premium digital?

A cluster of recent studies demonstrate the superior benefits premium digital delivers for advertisers.

Research
1st Aug

Study: 54% of CMOs say premium media delivers the best digital advertising …

Teads partnered with CensusWide to question 100 chief marketing officers on their most valued forms of digital advertising.

Study: 54% of CMOs say premium media delivers the best digital advertising …

Teads partnered with CensusWide to question 100 chief marketing officers on their most valued forms of digital advertising.

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