Editor’s Note: The definition of “premium” used here appears to be one categorized, among other things, by higher CPM’s. (Digital Display) Ads by Premium Content Enjoy Halo Effect – via MediaPost (source: comScore)
The old conventional wisdom still holds true: Ads can benefit from adjacency to premium content.
The latest evidence comes from comScore, which compared the effectiveness of digital display ads for branding purposes on premium and non-premium sites.
According to comScore, display ads appearing on “premium” sites showed brand lift 67% higher than “non-premium” publishers, i.e. on average, 0.89 versus 0.53.
For metrics focused on raising favorable brand perceptions, consideration, and intent to recommend, all “mid-funnel” metrics important to established consumer brands, the ratio was 1.87 to 0.51.