Advertising on "premium" websites outperforms advertisements placed on most other websites, according to new research by leading American media measurement and analytics company comScore, renowned for its analytics and marketing data research.
"Premium websites 67% more effective" – comScore
Digital display ads that appeared on premium content networks, showed increased branding effectiveness when compared to non-member sites, a report by The Wall Street Journal revealed.
Delivering a premium performance
The same study concluded that “The primary driver of this increased effectiveness is the halo effect that comes from the value of the contextual environment in which these ads are seen.” Basically, ads perform better when they appear alongside high-quality content, The Wall Street Journal reported.
This has been a long universally held belief based on digital ad campaign metrics, as well as, other case studies.
The definition of "premium"
Premium publishers are often times better at optimizing content and their website designs. They work on enhancing the user experience which turns into engaged users and active subscribers to those websites.
These premium websites also produce content that is longer in length and high quality. It is the gold content that you are used to seeing all over the internet - from career advice to life changing recipes. These premium sites offer users something they can't get anywhere else - personalization. It is specific to what the user is interested in and the ads are targeted to those interests. Therefore, the ads are not annoying but rather beneficial to the visitors.
"The halo effect"
"The primary driver of this increased ad effectiveness is the halo effect that comes from the value of the contextual environment in which these ads are seen," the comScore report concluded.
We can define the "halo effect" as the extra value the premium publishers provide. It's that extra lift that the advertising gains by being shown in the context of premium content.
The halo effect is largely driven by the quality of the editorial content on the premium publisher's sites, suggests Medium/Economist Group Media.
They advocate that the quality content on premium publisher's sites makes their audiences particularly loyal and engaged.
This is exactly how Amply Media drives advertising on our network of premium websites – by showing your advertising in the context of our premium content.
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Advertising with premium publishers
When you advertise with a premium publisher, your advertising is being shown to a unique and specific audience. These audiences are built up around certain in-demand topics they are interested in, and as a result, are more and passionate and engaged.
Premium content websites
As Medium/Economist Group Media has surmised above, Amply Media has built a very loyal and engaged audience of over 30 million monthly active subscribers by way of delivering premium content.
When we say active – we mean it. Our content network generates more than 180,000 consumer interactions every minute!
Quality content matters
At Amply Media, we are seeing premium content create a boost for our advertisers.
Our in-house creative team cranks out over 1000 pieces of content each month, featuring compelling, fresh articles covering the most in-demand categories of interest from news, weather, sports, shopping, entertainment and more.
More than 48 million monthly visitors connect with our content sites, a number that is currently growing by more than 3 million users each month.
Advertising around premium content and passionate topics
When publishers create premium content based on in-demand topics, it attracts an audience that is passionate about such topics. As a result, it draws a more engaged audience.
In turn, when advertising is paired with related content, you have a successful marriage of products or services with context. This means that readers are more likely to find the advertising of value, as it relates to their interests. And because the advertising is already being shown to a hyper-engaged audience, it makes it all the more likely that viewers are going to respond to an advertiser's offers.
Response-based targeting: Premium viewers
Here's where things really get interesting – and this is what Amply Media does best… When you've placed your advertising on premium websites amid premium content, and matched that advertising contextually around topics, there is still one more level that will refine the preciseness and effectiveness of your advertising – response-based targeting.
How it works
Response-based targeting involves a method of prequalifying the audience and only showing your advertising to those viewers most likely to engage and respond.
Amply Media takes advertising on premium websites further with the utilization of precision targeting methods, which shows your advertisements only to specific individual audience members who have been prequalified as being most likely to interact with your offer. In this sense, not only are you showing your ads on premium websites featuring premium content – but you are also only showing your ads to premium, prequalified viewers.
Get more out of your advertising budget by eliminating the cost of showing your advertising to people who aren't likely to be interested.
Amply Media can target visitors in a variety of ways, using our proprietary algorithms to prequalify them along a variety of demographics, their online behaviors, location and more. Amply Media can even re-target these visitors after they have later ventured off of any of our premium web sites.
Response-based targeting simply means that we show your ads only to prequalified viewers most likely to respond.
Target one or multiple audience segments
You now understand that the ads and offers are matched to specific audience segments, advertising only to segments that are most likely to engage with your offers. But you can even take this concept further.
You can also create multiple advertisements that are targeted to a variety of different segments. In that way, your advertising is always aligned with the segment you are targeting.
Example
For example, you can create advertisements that will only be shown to females, with a different ad being shown to males. You can refine that further by showing different ads to females within certain age ranges. One ad may target females 18-24, while another ad targets females 25-35, and yet additional ads target females 36-55 and 55+. The parameters of these definitions are up to you.
Next, you can refine these further by geographic locations. You can match specific offers to specific locations.
And there is much more you can do based on additional demographics and online behaviors. As you can see, this type of targeting capability is extremely robust, versatile and precise, which is why it is much more effective than other methods of advertising.
How advertisers benefit
As the research has shown, when you advertise on premium content sites you reach a hyper-engaged audience, audiences that demonstrate above average ad engagement. When you combine this with response-based targeting, the result is significantly increased advertising effectiveness.
Further, when you advertise with premium website publishers such as Amply Media, you are able to also make use of our sophisticated audience targeting abilities, reaching very specific prequalified audience members who are the most likely to respond to your offers.
Key takeaways
- Premium websites are 67% more effective than advertising on most other websites.
- The increased effectiveness of advertising on premium websites is due to the halo effect of showing your advertising in a contextual environment of high-quality content.
- Advertising on premium websites receives the "halo effect" of being viewed as more valuable, thus providing extra lift for your ads.
- Successful premium websites are those that attract passionate audiences based around in-demand topics.
- Response-based targeting is an advertising method which pre-qualifies individual viewers who are most likely to respond to the offer based on a variety of demographic and behavioral factors.
- Advertisers showing their offers on premium websites gain the benefit of connecting with viewers who demonstrate above average ad engagement.
- Amply media specializes in premium websites featuring in-demand premium content and advertising to highly-engaged viewers utilizing response-based targeting methods.
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