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Behind the research: The premium payoff

Learn how The Trade Desk Intelligence arrived at the findings of our groundbreaking premium media study, which proves the measurable impact premium placements have on brands and audiences.

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The strongest creative and sharpest targeting can still fall flat if an ad lands in the wrong place. In fact, a new study from The Trade Desk Intelligence and PA Consulting confirms the essential truth: Premium media environments unlock strong performance, boost brand favorability, and are 30% more effective at driving higher purchase intent than alternative placements. 

  • “We wanted to not only prove the value of premium, but firstly take a step back and truly understand what is premium and what are the markers that set premium media apart from less premium media.”

    — Melissa Hutter, Senior Director, Global Market Research and Insights, The Trade Desk

The team conducted a multipronged study to investigate the qualities that make media premium and why those qualities matter to brands and audiences. The research includes an analysis of over 60 premium and non-premium media brands across design, navigation, UX/UI considerations, underlying brand reputation, consumer perception, and trust, as well as a survey of 4,500 people across the U.S., the U.K., and France.1 

Among the findings: 

  • Ads seen in premium media are 60% more effective at driving consumer perceptions of a brand as popular or successful. 

  • Premium placements are 50% more effective at improving perceptions of advertisers compared to less premium media. 

  • Over three-quarters (85%) of survey respondents say that premium media environments increase their trust of advertisers. 

For a deeper dive into the research, download The Premium Payoff Report and learn how applying these insights can help guide marketers toward premium placements built for specific outcomes. 

Premium Report - The Trade Desk Intelligence

A Groundbreaking Study

The Premium Payoff Report

Learn the measurable impact of premium media.

Download the report

Unless otherwise specified, all results reflect the proprietary research conducted by PA Consulting and The Trade Desk Intelligence. This information is provided solely for background and is not a representation or guarantee of any future performance.  

Source: 
1. PA Consulting and The Trade Desk Intelligence, The Premium Payoff Report, U.S., U.K., France, October 2025. 

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