Study highlights gap between low-cost reach and outcomes, with premium media driving stronger impact
Sydney, 5 May 2026 – Brands that rely on high-volume, low-cost media environments may be sacrificing advertising effectiveness, according to new research from global advertising technology company, The Trade Desk in partnership with PA Consulting.
The Premium Media Payoff report reveals that advertising in premium environments significantly outperforms less premium media, delivering:
- 4.3 per cent greater effectiveness in driving purchase consideration
- 37 per cent uplift in purchase intent
- 22 per cent ncrease in brand trust
- 1.5 times more effective in improving positive brand association, including quality, credibility and reliability
The findings highlight a growing disconnect in modern marketing. While media investment has historically been optimised for scale and cost efficiency, this approach is increasingly misaligned with how performance is evaluated today. High-volume, low-cost impressions may support short-term delivery metrics, but are less effective at building brand trust, shaping consideration and influencing purchase decisions.
As expectations shift toward measurable contribution to business outcomes, marketers are under increasing pressure to deliver both short-term performance and long-term brand value. The research demonstrates that media quality plays a critical role in bridging this gap.
Premium media, defined by the combination of strong media brands and high-quality environments, creates a more credible, relevant and consistent consumer experience. The report shows that both factors are central to how consumers define premium, with 64% influenced by the media brand and 73% by the quality of the environment. It also highlights what consumers expect from advertising within these environments:
- 83 per cent believe ads should not slow down content
- 83 per cent want ads to be clearly labeled as ads
- 80 per cent expect ads to fit naturally
- 75 per cent prefer ads that are aligned with the content
“Where a brand shows up is increasingly as important as what it says,” said James Bayes, Vice President, Business Development, The Trade Desk. “Reach will always matter, but not all reach delivers equal value. Focusing on low-cost reach alone shifts the focus to media efficiency, rather than outcomes that drive both performance and long-term brand value. The opportunity is to rebalance investment toward higher-quality environments that build trust, strengthen consideration and deliver stronger commercial outcomes.”
ENDS
Methodology
The research combined qualitative, quantitative and experimental approaches to assess the impact of premium media on advertising effectiveness in Australia. It included expert interviews across brand, media and marketing, supported by behavioural science-led desk research to define premium media. This was followed by a media analysis comparing premium and non-premium environments across digital, Connected TV and audio, evaluating factors such as user experience, content quality, brand reputation and ad integration.
Findings were validated through a quantitative survey of 1,500 Australian consumers using a statistical trade-off technique, alongside experimental testing to measure the impact of media environments on brand perception, trust and consumer behaviour.
About The Trade Desk
The Trade Desk is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimise digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, California, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, LinkedIn and YouTube.
Contacts
Media Contact:
ttd-pr@thetradedesk.com