Premium content refers to high-quality, valuable, and exclusive content that is typically accessed through a paid subscription or direct payment in exchange for access. Premium content is designed to provide valuable insights and information not readily available elsewhere. Examples include the content produced and provided by local newspapers including The Keene Sentinel and www.KeeneSentinel.com and national news sources including The New York Times, Washington Post, The Atlantic, and CNN. Other forms of high-quality content online might include blogs, podcasts, case studies and white papers, and e-books, among others.
Running advertising for your local business adjacent to this type of high-quality content can be beneficial to your business.
Advertising adjacent to premium content offers several benefits including higher reader engagement, a more positive emotional response to the brand, and increased brand credibility and trustworthiness. By aligning your business and its brand with premium content you can create a favorable impression leading to increased consideration.
- Consumers of premium content are more engaged in what they are reading and more likely to engage with ads that are positioned next to that premium content, leading to higher brand safety, recall, and engagement.
- The positive perception associated with premium content can transfer to the associated advertising and brand, creating a halo-effect that enhances brand image.
- Advertising within a premium environment can signal to consumers that the brand is high-quality, trustworthy, and reputable.
- Studies show that advertising on premium publisher sites can lead to a significant increase in brand lift metrics like favorability, consideration, and intent to recommend.
- Ads running in premium environments can lead to a higher rate of brand recall, meaning consumers are more likely to remember the brand and its message.
- By reaching a more engaged and receptive audience, advertising adjacent to premium content can lead to higher conversion rates.
In essence, advertising alongside premium content and on premium platforms can provide a significant advantage for brands seeking to increase engagement, build trust, and improve brand perception.
This article is part of the Sentinel Solutions local marketing newsletter. You can sign up here to get local marketing thought pieces sent to your inbox each week.
If you are advertising through programmatic networks including the Google Ad Network, you’ll need to specifically request premium content adjacencies through ‘placement targeting’ where you’ll choose specific websites where your ads will appear. Or otherwise, you may have to specifically use premium ad networks. You can also utilize a broader approach by choosing websites generally based on content and interests.
Key takeaways for advertisers include:
- Prioritize Premium Content: Advertisers are increasingly prioritizing premium content as a core element of their ad buying strategies.
- Focus on Brand-Safe Content: Brand safety is a major concern for advertisers who want to avoid associating their brand with potentially harmful or negative content.
- Consider Contextual Advertising: Contextual advertising, which uses the content being viewed to target ads, can be particularly effective on premium platforms.
Advertising alongside quality content, such as adjacent to premium content and/or on reputable websites improves ad performance by enhancing brand perception, increasing visibility and engagement, and potentially boosting conversions. The positive brand association elevates the user experience.
To learn more about how to effectively use premium content adjacencies to market your business, give us a call here at Sentinel Solutions. We are experts in successful multimedia marketing strategy and can help you build a program that engages your audience, wherever they are, and drives sales. Visit us at our website (here) or give us a call at 603-352-5896 or email Advertising@SentinelDigitalSolutions.com.
We’re here to help you succeed.
Additional Resources:
