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Premium is a topic

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that everybody's talking about in the industry.

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But as we started to explore this topic, what we noticed is

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that there's really little

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that really defines premium across the industry.

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So we wanted to not only prove the value of premium,

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but firstly take a step back

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and truly understand what is premium, what are the markers

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that set premium media apart?

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So we really took a multifaceted approach to this research

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where we first started by interviewing academics

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and experts that really understand the value of premium

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to identify what are the true markers

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and hallmarks of premium.

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We then also did some semiotic research analysis,

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which is essentially like observational qualitative research

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to look at 70 different media properties

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and assess what are the drivers of perceptions

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that consumers have across these properties.

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We took those learnings

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and then we inserted it into a very large scale quantitative

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survey, 4,500 participants in the us, uk,

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and France to quantify the markers of premium

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and understand how they scale relative to one another.

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What we found in our research is

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that premium media is really effective at driving positive

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perceptions for advertisers.

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Things like reliability, credibility, trust,

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and quality signals really came through for premium media.

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And what was also really interesting about our insights is

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that not only drives positive perceptions for brands,

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but it also drives outcomes.

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Premium media was 30% more effective at driving purchase

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intent than less premium media environments.

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One of the surprising findings from our research is

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that we found that it's a win-win win.

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It's a win for publishers

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because more premium media experiences create longer session

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times with their audiences.

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People are staying on engaging with the website,

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the streaming service, the app longer

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because they're having a better experience.

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It's a win for advertisers

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because what we saw in our research is that 85%

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of consumers are more likely

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to trust advertising when it's happening in premium

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media environments.

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And it's also a win for audiences

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because it's a better experience

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for them if the content is engaging.

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If the ads are not intrusive, they're more likely

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to have a better perception of that premium property.