More than half (54%) of chief marketing officers believe premium digital media delivers the best ROI in the digital advertising space, according to research from Teads.
This number rises to 63% of CMOs at larger brands with a turnover of between £100m – £499m, meaning that premium media environments prove most effective for similarly premium brands that can pay to play.
Over the last few years, publishers have been talking up the quality and brand safety of their advertising ecosystems, as opposed to scattershot programmatic placements on clickbait or fakenews sites or even some illicit juxtapositions thrown up by YouTube.
Teads, a premium video advertiser with partnerships with top media brands, partnered with CensusWide to question 100 chief marketing officers on their most valued forms of digital advertising media.
73% said digital advertising directly contributes to their company revenue. Of the channels' issues, we saw trust (41%), knowledge/data on consumer behaviour (35%), fraud (33%), transparency (33%), and lack of scale (33%) ranked.
In response, almost half (49%) said that premium digital media is most aware of brand safety. 58% said that premium digital media, either video or display within editorial content, was the most trusted media platform. This was followed by social media (50%) and TV (44%).
Premium digital media tied for "transparency" with social media - despite the many measurement issues that has plagued Facebook previously.
Justin Taylor, UK managing director of Teads, said: “These results prove that real media delivers real results. And we only see this developing more into the future. Millennials and Gen Z are getting more and more involved and educated across politics, economics, culture and society. And as they do, they will lean into the affinity of the news brands they love to guide them. As this continues to build, the options available to agencies and advertisers can only flourish.”
Teads claims that "the wealth of information available to publishers about their readers is enormous, meaning whether through contextual or granular data, the ability to reach the right consumer in the right mindset is effortless and effective". This belief was echoed by several publishers at Dmexco this year who believe that a clampdown on third-party cookies and ineffective GDPR consent frameworks, will increase the value of their first-party audience data.
The research landed as part of Teads' 'Campaign for Real Media'.