Join the must-see webinar on 21 September which will unpick the science behind why not all digital video is equal REGISTER NOW

Media Release

Research proves supreme effectiveness of advertising in premium digital media

The Benchmark Series, the largest cross-media advertising effectiveness study ever conducted in Australia, finds advertising in premium digital media creates superior recall and brand uplift. 

Advertising in premium digital channels is more effective than run of the internet* and Facebook. 

The findings come from The Benchmark Series, the largest cross-media advertising effectiveness study ever conducted in Australia. Overseen by Dr Duane Varan, CEO of audience research lab MediaScience, the study included more than 5,350 participants and ran across 252 websites.  

The study set out to understand how placement in premium digital channels stacks up compared to run of the internet and Facebook by measuring key metrics across short- and long-term memory as well as brand lift.   

ThinkPremiumDigital General Manager Venessa Hunt said: “It’s logical that the content surrounding advertising affects its results. 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.” 

Findings of the research include:  

Premium placement outperforms other digital media 

Across display and short-form video, premium delivers 2.4 times better recall and 1.6 times the brand lift compared to run of the internet.  

Premium placement is even more effective for light buyers 

For light buyers, the most important category for brand growth, premium placement of display and short-form video delivers three times better recall than run of the internet and 2.8 times the brand lift. 

Premium display delivers premium impact 

On its own, display advertising drives 3.5 times more recall in premium environments versus run of the internet.  

Premium short-form video outperforms run of the internet and Facebook 

Short-form in premium environments offers 1.8 times better recall and 2.8 times the brand lift than short-form video on run of the internet. Furthermore, short-form video in premium environments delivers 1.8 times higher recall than Facebook video. 

The findings of this study are consistent with studies MediaScience has conducted in the US which have found premium content activates people’s cognitive resources. Consuming premium content opens the mind and memory pathways and this creates a halo effect for the ads in these channels leading to greater memory and brand preference.
Dr Duane Varan
CEO, MediaScience

Hunt added: “We can now answer the age-old question, ‘does advertising in premium actually deliver better results?’ And the answer is a resounding yes.” 


* Run of the internet refers to niche and non-premium sites including but not limited to TechRadar, The Daily Mail, Mamamia and Buzzfeed.

Media Enquiries
Brooke Hemphill
bhemphill@premiumcontentalliance.com.au
0419 351 445

News
31st Aug

The five questions agencies and clients should be asking about digital (but probably aren’t)

ThinkPremiumDigital’s Venessa Hunt believes most clients want two things: their ad dollars to work as hard as possible and for consumers to like, and therefore want to buy, their products.

The five questions agencies and clients should be asking about digital (but probably aren’t)

ThinkPremiumDigital’s Venessa Hunt believes most clients want two things: their ad dollars to work as hard as possible and for consumers to like, and therefore want to buy, their products.

News
26th Aug

Platforms skirmish on video advertising recall and impact: BVOD versus Facebook versus YouTube versus web numbers in

The latest round of research comparing ad memorability and impact between Facebook, YouTube, Broadcaster Video on Demand (BVOD) and run-of-internet video ads has seen Facebook and the web trounced by a tussle between broadcasters and Google.

Platforms skirmish on video advertising recall and impact: BVOD versus Facebook versus YouTube versus web numbers in

The latest round of research comparing ad memorability and impact between Facebook, YouTube, Broadcaster Video on Demand (BVOD) and run-of-internet video ads has seen Facebook and the web trounced by a tussle between broadcasters and Google.

News
23rd Aug

How ads soak in BVOD’s premium environment

Ads placed on Broadcaster Video on Demand (BVOD) platforms are better liked and remembered compared to when they are placed on YouTube and Facebook, according to new research.

How ads soak in BVOD’s premium environment

Ads placed on Broadcaster Video on Demand (BVOD) platforms are better liked and remembered compared to when they are placed on YouTube and Facebook, according to new research.

News
23rd Aug

New research finds ads on BVOD are liked more and better remembered than ads on YouTube

Ads that appear in Broadcaster Video on Demand (BVOD) are more effective and outperform video advertising across YouTube.

New research finds ads on BVOD are liked more and better remembered than ads on YouTube

Ads that appear in Broadcaster Video on Demand (BVOD) are more effective and outperform video advertising across YouTube.

News
21st Jul

How do you define ‘premium’ in today’s digital landscape?

Research shows premium environments make for more effective campaigns. But in the current digital landscape, how do you define ‘premium’ and why does it make a difference?

How do you define ‘premium’ in today’s digital landscape?

Research shows premium environments make for more effective campaigns. But in the current digital landscape, how do you define ‘premium’ and why does it make a difference?

News
18th Jun

Are you funding the bullies?

It’s now well established that digital advertising is not without its challenges with genuine concerns around ad fraud and brand safety plaguing the channel.

Are you funding the bullies?

It’s now well established that digital advertising is not without its challenges with genuine concerns around ad fraud and brand safety plaguing the channel.

News
20th May

Mi3 Podcast: Yes, ‘premium’ digital content is a thing

Rob Norman says context is and will continue to be important, but context plus data is the way the game will be won or lost.

Mi3 Podcast: Yes, ‘premium’ digital content is a thing

Rob Norman says context is and will continue to be important, but context plus data is the way the game will be won or lost.

News
10th Mar

Not all digital media is created equal and here’s why

ThinkPremiumDigital’s Venessa Hunt sorts the fact from fiction and shares how to get the most out of your digital media investment, while highlighting the importance of context.

Not all digital media is created equal and here’s why

ThinkPremiumDigital’s Venessa Hunt sorts the fact from fiction and shares how to get the most out of your digital media investment, while highlighting the importance of context.

News
8th Dec

Connected TV: Unleashing creativity

Connected TV will soon evolve from an extension to the core of the most effective video advertising campaigns and Nev Hasan says it’s time to think beyond the 30 second TVC.

Connected TV: Unleashing creativity

Connected TV will soon evolve from an extension to the core of the most effective video advertising campaigns and Nev Hasan says it’s time to think beyond the 30 second TVC.