Unlike digital channels fuelled by user-generated content, premium digital is created, curated and overseen by expert editors, producers and journalists. Hailing from a safe and trusted media environment, premium digital offers a premium user experience that attracts and engages audiences longer and stronger than other online channels. Think of premium digital as a lean, mean, profit-driving partner that might have been under-represented in your media plans for some time.
There’s long been a perception that digital media is the new kid on the block, but the humble banner ad has been around for more than 25 years. And, according to the IAB, the Australian digital advertising market hit $9.3 billion in 2019.
Given digital’s maturity, creating a marketing plan heavy on the search and social not only misses a beat, it puts brands at risk of becoming wallpaper. And wallpaper is so 1970s.
Truth be told, digital is an important part of every advertising plan but to genuinely connect, engage and convert Aussies requires reputable, trustworthy, transparent digital media partners; partners that know how to build tailored campaigns that achieve sustainable growth. Backed by solid data capabilities, Australia’s premium digital content producers are in the prime position to do just that. When you need to reach the right person at the right time in the right context, think premium digital. Keen to talk to foodies while they drool over slow cooker recipes, home renovators with a penchant for pendant lights or sports fans obsessed with their team (go Swannies!)? Premium digital is where it’s at.
Australia’s premium digital publishers know just how important data is and so they’ve been on a journey to build the most powerful data assets available in-market. Right now, they’re sitting on a veritable truckload of first-party data to put brands in the hands of cashed-up consumers. Through a combo of data on the folks who engage with premium digital, and data partnerships with reputable data providers, premium digital gives advertisers the benefit of smart, focused targeting. Whether you’re chasing power mums, tradies or cricket tragics, Australia’s premium digital publishers have the data to make it happen.
And the possibilities don’t stop there. With premium digital spanning multiple sites, there’s also the advantage of millions of authenticated user IDs that let you segment audiences.
We call that the data difference and you should see the difference it will make for your clients.
It’s a jungle out there in the digital landscape. To find your way through, you need to have your wits about you. From BVOD to display, SEO to social and all the options in between, understanding and choosing the most effective digital channels is not for the faint-hearted. And just when you think you’re the queen – or king – of the jungle, everything changes. Again.
Constant innovation is one of the things that makes digital so enticing but it pays to do your research before jumping in. When navigating the digital landscape, you can swing from all the vines you like but get yourself a safety net first.
With digital as in life, beware options that look too good to be true because they often are. It could be that your budget is disappearing into thin air or perhaps there are more clicks from bots than actual bodies.
Stay focused on impact rather than price. Remember, in the case of digital media, sometimes you think you know what you are paying for but actually don’t. And in some instances, you might be paying for nothing at all. That’s what a 2020 PwC UK study found when it reported that 15% of programmatic spend is going to an “unknown delta”.
Next, ensure you are keeping your brands out of harm’s way. Ask yourself: was your ad really delivered in a brand-safe environment and how do you know for sure? Trusted, regulated environments are the bread and butter of premium digital so don’t waste your time wading in the murky digital swamplands. Instead, shoot for the premium savanna.
Given all of the above, Tarzan, is it time to reconsider your digital media spend? We reckon it might be.