Harnessing the impact of premium

Today’s crowded digital landscape gives marketers almost unlimited choice for media placement, from streaming TV and podcasts to online video and social media. But marketers have long sensed that not all inventory is created equal. And now a new study offers clarity, revealing why where your ads appear is quietly becoming your biggest competitive advantage. 

First-of-its-kind research from PA Consulting and The Trade Desk Intelligence finds that premium media builds brand value in ways cheap reach can’t. In fact, premium placements drive 40% higher purchase intent, which is 30% more effective compared to less premium media, according to the data. 

But what is premium media really, and why should marketers apply the distinction? 

This report — based on findings from a multipronged study, including in-depth interviews with academic experts and an exhaustive survey of 4,500 people across the U.S., the U.K., and France — investigates the qualities that make media premium and proves why those qualities matter for brands and audiences. Additionally, you will learn performance insights from media brands like Disney+, The Economist, and Spotify, according to the research findings.