A new global
study from The Trade Desk Intelligence and PA Consulting argues that the quality of a media environment, not just its price or reach, has become a defining competitive advantage for advertisers, with “premium” placements generating significantly stronger brand and business outcomes.
The report, The Premium Payoff, draws on surveys of 4,500 consumers across the United States, United Kingdom and France, as well as an evaluation of more than 60 media properties. It concludes that advertisers who prioritize trusted media brands and high-quality ad environments see striking lifts in engagement, brand perception and intent to buy.