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A first-of-its-kind study defines what makes media“premium” and examines its impact on brand trust, Table ofContents Executive summary............................................................................................................03 Key takeaways.......................................................................................................................04 The measurable premium halo effect for brands..................................................05 Methodology: Defining premium.................................................................................06 A closer look: Hallmarks of premium media............................................................07 Where premium wins by channel................................................................................09 The strategic bottom line.................................................................................................10 Executive summary Marketers have more choice than ever when itcomes to placing ads, from social media andonline video to podcasts and streaming TV.But they’ve long sensed that across the digitallandscape, where active websites alone top 200million, not all inventory is created equal. Indeed, Consider how consumers make purchasedecisions: They rarely choose a restaurant,hotel, or pair of shoes based on price alone.They weigh quality, credibility, and customer But what is premium media really, and whyshould marketers make the distinction?This report1— based on findings from amultipronged study, including a survey of4,500 people across the U.S., the U.K., andFrance — investigates the qualities that make Yet many marketers are responding tofinancial pressure by focusing on cheapreach. According to IAB data, just 22% ofadvertisers plan to increase brand ad spendin 2025, while more than half (54%) will chaseshort-term performance. The risk lies in What is premium media? Premium mediadestinations possesstwo key qualities: brand affinity andhigh-quality content environments. Theyblend credibility, relevance, and consistency Key takeaways Where you advertise matters. A premium media strategy builds brand value in ways cheap reach can’t. Premiummedia earns engagement through credible brand affinity and cohesive environments Premium media significantly increases purchase intent.Premium media drives a 40% increase in purchase intent, which Brand credibility rises with consumers.85% of survey respondents say premium environments CTV signals success. Consumers see advertisers in premium CTV environments as 3.2 times moreinnovative and 2.6 times more successful than those in less premium locations. Ad experiences loom large for audiences. Ad environments disproportionately affect perceptions of premium. Infact, 57% of survey respondents say ad-related factors are the biggest BY THE NUMBERS The measurable halo effect for brands The results are hard to ignore. Premiummedia consistently outperformed less Brand perceptions improve.Ads in premiumenvironments deliver a 30% lift in positiveassociations such as trust, quality, innovation, and more effective at buildingthese perceptions than 50% Purchase intent increases.Exposure to premiumplacements lifts purchase intent by 40%.These ads were 30% more effective in driving Everyone talks about “premium,” but fewdefine it with precision. With this study, weset out to uncover what audiences truly lift in purchase intentvia exposure to 40% As part of our methodology, we applied signalingtheory, which suggests advertisers can sendpowerful signals about brand quality, socialstatus, and attractiveness by choosing the Quality signals prove stronger overall. Premium media enhanced signals likeinnovation and success, social signals like The findings indicate that where youadvertise is just as important as what yousay or who you target. Reach will always matter, but finding the most valuable reach With this theory in mind, we designed amatched-cell experiment across CTV, audio,and digital media. Participants were exposed METHODOLOGY Definingpremium media This study combines in-depth qualitative andquantitative research to uncover what premiumtruly means to consumers. Survey respondentsand academic experts evaluated more than60 media properties across multiple channelson factors like brand trust and ad relevancy. well, the environment reduces friction, increasesengagement, and offers a seamless experiencein which content and ads feel cohesive, Audiences recognize premium mediaas possessing two essential qualities: astrong media brand and a quality media The media brand sets the tone.The brandincludes everything an audience thinksabout a media property before engaging As our data shows, consumers put nearlyequal importance on the brand (65%)and environment (70%) when choosing a The environment determines the experience. This encompasses everything users encounteronce they’re on a media property. When done A CLOSER LOOK: HALLMARK