Ads served on premium media outlets drive a 40 percent uplift in purchase intent, according to research conducted by global advertising technology leader, The Trade Desk, in partnership with PA Consulting.
The findings also highlight how audiences find content served by premium media more trustworthy, as 85 percent of consumers say they are more likely to trust brands who advertise in these outlets.
The research helps to define “premium media” for advertisers, factoring in everything consumers experience within these environments. This includes the quality of advertising, user experience and interface, ease of navigation, and the overall stature of the media brand and its content.
Adverts that appear in these environments drive improved brand perception, with the data showing them as two times as popular and 1.9 times more respected than when placed in less premium environments. Additionally, consumers that see an ad in a premium setting are 1.5 times more likely to associate the brand with quality and trustworthiness than if it appears in a less premium setting.
The research highlights the growing ‘premium divide’ in media performance. Appearing in a premium environment enhances brand equity, and acts as a multiplier on both marketing effectiveness and consumer preference.
In the Middle East, premium environments are already shaping buying behaviour. In alignment with The Trade Desk study, Nielsen, Ipsos and YouGov studies consistently show that consumers in Saudi Arabia and the United Arab Emirates place significantly higher trust in premium TV and audio platforms. CTV environments such as Shahid, OSN and Starzplay are reaching scale and attracting premium advertisers. The same is true for audio streaming, with Spotify and Anghami both reporting sharp increases in usage across Saudi Arabia and the UAE.
As digital maturity increases, brands in the region are becoming more selective about context and quality. Aware that premium placements drive more trust and respect among consumers, advertisers in the UAE and Saudi Arabia are prioritising brand safety, cultural sensitivity and premium supply paths.
Terry Kane, Managing Director, Middle East & Africa at The Trade Desk said, “Our research confirms just how important the ‘where’ is for marketers. Even a brand with the most engaging and original creative will lose engagement and impact if it’s showing up in a media property that audiences don’t trust. Businesses need to view channel strategy as a lever they can pull to boost their bottom line, rather than a niche concern of the marketing team.”
Globally, brands advertising on platforms like Amazon Prime Video were less likely to be perceived as trustworthy or high quality by consumers, despite strong audience reach.
By contrast, premium channels such as Disney+, Sky Sports, The Economist and Spotify consistently enhanced advertiser perceptions. Globally, brands that advertise on these outlets saw a 30 percent uplift in positive associations, including quality, trust and innovation.
Robert Jones, Professor of Brand Leadership at the University of East Anglia, comments, “Media channels or platforms can help advertisers enrich their brand just by giving them the right context. In an industry where advertisers are demanding value, being able to make them ‘look good’ is an assured way to shore up investment and protect ad revenues.”
Read the full report, The Value of Premium, A Report for Advertisers, here.
