Harnessing the impact of premium media

Today’s crowded digital landscape gives Australian marketers almost unlimited choice for media placement, from TV streaming platforms 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 environments can’t. In fact, premium placements drive a 37% lift in purchase intent, which is 20% more effective in driving action than ads in lower-quality context, according to the data. 

Furthermore, the premium advantage is amplifying as AI reshapes media and content becomes harder to verify. In fact, 73% of consumers surveyed place a greater trust in content known to be produced by human journalists, while users are 1.6x less likely to trust social media due to misinformation, compared to premium news and entertainment environments.

But this raises a more fundamental question: 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 1,500 Australians — 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 Foxtel, Sydney Morning Herald, and Spotify, according to the research findings.