• by Erik Sass , Staff Writer @eriksass1, July 24, 2012

How do you make sure that an ad is entertaining, engaging, and relevant -- in a word, "premium" -- while still executing on the brand's goals?  Tamara Bousquet, EVP, media director for MEA Digital, posed the question to the panel discussing "What Is Premium Now?" at OMMA Premium Display. "It's a tough one,"according to Charlotte Cochrane, direcor of digital invention for Mindshare, who urged the importance of widening creative input so that the creative team includes members who can advocate for both the client and the consumer. On the cautionary side, Arthur Chan, SVP digital marketing, Palisades MediaGroup, recounted an ad for Act of Valor which ran during an online stream of the Superbowl -- again, and again, and again, because it was one of just three or four ads appearing in the streaming broadcast.  "So you can have the most premium ad, but it doesn't matter" if the simple mechanics of delivering the ad are screwed up. Another argument for consumer experience advocates.