Why do brands prefer premium publishers? Here are the top reasons
Parva | June 1, 2022
In digital advertising parlance, when we talk about ‘premium publishers’, we mean those who are synonymous with high-quality and trustworthy content and also have an audience that seeks them out to access the content. These websites often belong to legacy media brands and are highly recognizable (think Times of India). These publishers have better UX and technology, higher ad viewability, and less intrusive ads which show that they are respectful of advertisers and users. Here are some reasons why advertisers choose to publish on premium media:
Premium ad inventory
For brand marketers, premium ad inventory means knowing that their ad is connected to a valuable audience and connected to the content that’s trusted by consumers. They know that this type of inventory will help meet specific KPIs, based on factors like volume and audience segments.
The ‘halo effect’
When looking at an advertisement, consumers weigh the trust they have in the source or brand. An effective way to boost a brand’s favorability is definitely to advertise on the website of premium publishers. Premium publishers, therefore, deliver substantially better results, with audience engagement, and positive brand response. This halo effect’ works in favour of the brand in many ways that expand and reinforce the ad’s message.
According to a 2016 Comscore study, premium publishers are more than 3 times more effective in driving mid-funnel brand lift metrics, such as favorability, consideration, and intent to recommend. Premium publisher effectiveness is partly driven by higher viewability rates which include lower levels of invalid traffic. The study showed that while premium publishers perform better across all phases of the marketing funnel, their value in driving mid-funnel metrics is especially important since a critical element of most brands’ marketing strategy is to convert awareness into positive feelings about the brand.
Safety against ad fraud
In adtech, fraudulent publishers often could try to game the system to make money. Such publishers can commit fraud by placing ads in a way they are not visible, serving ads on high-traffic fraudulent websites, or getting more clicks/views artificially through bots. Premium publishers, owing to their trustworthiness, provide safety against any such fraud.
Unlike the smaller publishers who have a fixed ad inventory options on their website, big publishers aka premium publishers have the scope to provide ad solutions in terms of display banners, multiple inventory options, tweaking the current inventory as per brand requirements, suggest innovations. Here’s how Parva drives innovation in campaigns.
Brands weigh context and audience while strategizing their campaign goals. Most brands are willing to pay a premium for the audience, no matter where it goes on the internet, with safety measures to maintain brand-safe ad impressions. There are others who want to only reach their audience on specific sites. The balance of audience and environment is determined by what the brand wants to achieve.