In the first research piece since the launch of the new industry organisation, the Premium Content Alliance will quantify the benefits of placing ads in premium media environments.

The Premium Effectiveness Study is designed to understand the branding value of premium advertising inventory versus other media options such as Facebook and YouTube. 

The study will also determine how premium media channels lift awareness, affinity, loyalty, endorsement and business outcomes.

Conducted by MediaScience, the Premium Effectiveness Study will go deeper to dissect the performance of specific ad units including display and short-form video on desktop and mobile in premium media environments, as well as print advertising units.  

Leading the study is MediaScience CEO Dr Duane Varan, a global pioneer in lab-based research integrating biometrics, facial coding, eye tracking, response latency testing and emerging measurement methods to understand the emotional dimensions of media encounters. Dr Varan has worked with the world’s leading media companies including Disney, CBS, NBC, Discovery Channel and MTV.

“This is a landmark study testing the same ad content across a wide range of media platforms and environments. Marketers have long been calling out for a better understanding of the value of premium content and this work will make a significant contribution not only here in Australia, but worldwide," Dr Varan says.

The study will use a broad sample to help determine which media placement choices are best based on demographics, behavioural interests and purchase intent. The research will also track the impact of context in premium media environments.

Findings from the study will be revealed later in the year.