Let’s talk about premium digital

The IAB is right – attention is compelling, but not a silver bullet for advertisers. While it’s a critical component needed to achieve effective advertising, attention must be considered within the context of other metrics, ThinkPremiumDigital’s Steve Weaver writes.

Australia’s major content producers have been building and enhancing a treasure trove of audience data – understanding what people are reading, watching and listening to – and creating precision targeting opportunities for brands.

There’s a fundamental flaw in how advertisers approach the concept of “platform audience reach”, and the argument goes like this: advertisers care about audiences, but despite large user numbers – the audiences aren’t always paying attention.

In the past 10 years, our relationship with digital has changed dramatically – as consumers and as media buyers. Yet the way digital media is planned hasn’t fully caught up. Venessa Hunt outlines the shift required.

Foxtel’s Chris Oxley, Seven’s Gereurd Roberts, News Corp’s Michael Krawczyk, CBSViacom’s Rod Prosser and Nine’s Ben Campbell speak on digital ad spend trends, BVOD growth, and digital ad strategies.

This year will ignite some of the biggest shifts the digital ad industry has ever seen. ThinkPremiumDigital’s Venessa Hunt unpacks the three biggest challenges marketers need to get across, fast – and how to best prepare for what’s about to land.

We’re entering a new era of data-driven marketing and the winners will be the ones that take consumers into account, applying sustainable and ethical practices to data usage. ThinkPremiumDigital’s Venessa Hunt explains.

Consumers expect more from the brands they purchase from, and brands are becoming vocal on the need for their supply chains to echo these expectations. However, when it comes to media investment, not all media platforms are held to the same standards.

From superior recall and brand uplift to boosted attention on ads, this year we’ve learned a whole lot about the power of premium. Venessa Hunt, general manager of ThinkPremiumDigital, explains.

The advertising industry’s lack of understanding about transference means many brands are missing out on its benefits in digital environments, says MediaScience CEO Dr Duane Varan.

The privacy era in digital marketing is giving contextual targeting new life as more advertisers look to combine context with audience targeting to boost campaign results.

Digital publishers’ investment in building first-party data has given agencies confidence in navigating a post-cookie world as the end of third-party cookies looms closer.

The sustained rise in digital content consumption means Australia’s major digital publishers can offer stronger insights into trends happening across the country and help advertisers connect with the right audiences.

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 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.

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.

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

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?

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.

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.

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.

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.

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.

Third-party cookies have been the backbone of the digital ad industry for the last 20 years, so what’s next?

The Australian digital ad market is valued at $9.3B & research by ThinkPremiumDigital shows the fastest growing share of that pie is BVOD.

The AANA has prepped a handy guide right here.

With first-party data and context the bread and butter of premium publishers, now is the time for them to shine.

A survey of more than 2,000 consumers found that ads appearing near negative content result in a 2.8 times reduction in intent to associate with these brands.