A helping hand for all things digital

Unlike some digital channels that are dominated by unchecked user-generated content, premium digital is created, curated and overseen by experienced editors, producers and journalists. Premium digital environments offer a premium user experience that attracts and engages audiences with research suggesting premium has the power to deliver better short and long-term benefits than basic non-premium digital.

By our definition, premium digital covers any ad format that sits within an environment populated with professionally produced or curated content, backed by quality data and the checks and balances required to ensure it’s brand safe. We won’t give you a full list of ad units because, well, we know you have better things to do with your time. But a quick summary would include digital display, long- and short-form video, native and branded content. Always in premium content environments, of course.

From young professionals to sports fans, adventure travellers, SINKS, DINKS and everything in between, Australia’s premium digital publishers have a wealth of audiences you can target. By utilising first-party publisher data and the data partnerships they have forged with reputable data providers, advertisers that call on premium digital have the benefit of smart, focused targeting at their fingertips.

The short answer is yes. In fact, a 2019 UK study found 54% of CMOs believe premium digital media delivers the best ROI in the digital advertising space, with even more CMOs of premium brands pointing to the effectiveness of the medium. 

There are plenty of reasons why premium digital is more effective than non-premium and one of the key reasons is context. Context refers to the environment in which the ads are featured. Let’s say you’re reading an article about decorating your home and you’re served an ad for home improvement products. That’s contextual targeting. Context matters when it comes to targeted advertising because it’s a way of putting your product in front of people that have already shown an interest in the category. And with the pending loss of third-party cookie data, it’s a great way to ensure your ads are reaching the right audience at the right time. Plus, it’s relevant without being creepy and no one wants to be creepy, right?

Australia’s premium digital publishers work with best-in-class technology providers to ensure brand safety across their entire network. This technology, in conjunction with good old-fashioned human oversight, ensures the environment your ad appears in is always safe.