• by Laurie Sullivan , Staff Writer @lauriesullivan, July 23, 2013

What is a premium advertising experience: art or science, man or machine? Machines, big data and other technology continue to push the advertising industry into the science, but Joe Mandese, Editor-in-Chief, MediaPost, believes the discussion will lend more toward the human experience. MediaPost Editor-in-Chief led a discussion on premium advertising, starting by asking panelists to give their definition of premium as a business practice. Here's what they said:

Rocio Ibarra, Director, Digital, MEC:  depends on the objective for the client and relevancy and demand of placement.

Ryan McArthur, Executive Vice President, U.S. Interactive Media: depends on the campaign objectives. It means targeting the correct audience with contextually relevant ads.

Greg Pomaro, SVP, Executive Media Director, T3: an invitation, invite them in.

Alan Smith, Head of Media, NA, Essence: something we place a higher value on than the norm, and that might mean buying a specific high-end placement.

John Tuchtenhagen, VP, Group Director of Media, Digitas: quality plus scarcity, which drives premium. If you can get it everywhere it doesn't get as much sizzle.