As marketers invest more of their budgets into online advertising, the challenge in that vast and fragmented landscape is to select the right environments for their campaigns. New research shows the majority of marketers see a strong downside to allowing an ad to appear just anywhere, agreeing that the website on which an ad appears has a huge impact on the effectiveness of an ad.
The Context Matters marketer study (conducted online in June and July) included 265 participants from coast to coast, 108 of which were C-suite or VP-level decision-makers. The research was conducted by Rogers Insights in partnership with the Canadian Marketing Association, Globe Media Group and Marketing, and delves into the importance of a premium media environment for advertising.
The study found that more than three-quarters said context is important — 75% disagreed with the statement “it doesn’t matter what site an ad appears on, that it is the number of people who see the ad that is important.”
However, budgets are tight and cost is a big influencer when it comes to spending dollars online.
Hence, spending on programmatic continues to grow, which seems to put marketers in an odd position — 77% of those surveyed agreed or strongly agreed that while “programmatic buying may be cost effective, “it isn’t always the best for the client’s image or reputation.”
Overall, just under two-thirds of those surveyed agreed that paying more for certain websites is always worth it — 61% agreed that it is always beneficial to appear on a premium website.
But how does one define a “premium” online experience? It’s a word that’s oft-used in the industry, but actual definitions or official standards are hard to come by.
Almost all (91%) of marketers agreed that a premium website depends on client’s target audience (55% said they “strongly agreed” with that statement). However, there are specific values that marketers hold dear when deciding what constitutes a premium or prestigious website.
1. Well designed (79%)
2. Trusted source (71%)
3. Original content (67%)
Given these standards, marketers’ opinions are in keeping with earlier Context Matters research into 4,000 consumers’ perspectives earlier this year.
That’s not the only way marketers are in-step with their target markets. Given a choice of several kinds of online properties, both groups said that the websites of major daily newspapers are the top choice for being the most prestigious (which subscribers can read more about here).
Who stands to gain?
With a specific focus on three key business sectors — financial institutions, auto makers and retail — the survey also asked what would be the most appropriate type of website for each product category to advertise on. Daily newspapers were reported as among the most appropriate for most premium sectors (financial institutions, full-service airlines) and non-luxury autos. For luxury autos, however, sites for business professionals ranked number one, followed by daily newspapers.
Experts on Premium
We asked a number of industry experts adept at navigating the online world and positioning brands for growth to share their thoughts on the value of premium media.
Caroline Breton
Managing Director, Mindshare
How do you define a premium site?
It’s a bit of a philosophical question. First and foremost, what defines a premium site for me is the brand itself. What makes a brand premium? That answer will vary across the board — “premium” is a relative idea. But one thing is certain — a brand is considered premium only when we believe it is worth the price. Why are we willing to pay more for a product when there are others that provide the same service or function at a lesser price? The same thinking would apply to a site. As agencies/advertisers, we are willing to pay more for certain placements, be it the outside back cover of a magazine or a premium site.
What are the qualities of premium media property that jump out for you as a media expert?
From a media perspective the quality that immediately jump out would be the audience. What kind of audience is the site attracting. If I am looking for a premium environment, chances are I want to reach a more affluent segment. Then, the qualitative elements such as the overall look and feel and design of the site will come into play. Finally, the attention to details and the servicing to the advertiser/agency. True premium brands will see to those details. Marketing a premium brand demands that a marketer think through every facet of the brand experience and that would include attentive customer service. If you are selling me something that cost more because you believe it is worth more, you need to look and play the part as I will be expecting “premium” service.
Glenn Hollis
SVP & Chief Marketing Officer, Canadian Division, Manulife
How do you define a premium site?
From the old saying, “what interests my boss, fascinates me”: One that has measurable relevance and stickiness for my customers. From our old friend Marshall McLuhan: One that makes my brand look even better. It speaks volumes about our brand based on where we appear or with whom — and this would ideally be measurable. From the notion of good value ain’t always the cheapest: One that delivers the biggest (measurable) bang for the buck. When all these cylinders are firing, that’s premium.
Jeff Berry
Managing Director, Touche Toronto
How do you define a premium site?
It has been a really hot summer in Toronto, so when I got thinking of premium my mind went straight to ice cream and more specifically Kawartha Dairy Ice Cream. It costs more, but it’s worth it because it is noticeably better tasting and has better quality content. As well, consumers will go out of their way for it more than a regular ice cream. Premium sites must inherit these qualities too and better prove it. We can’t taste a site (however some say that effective scent-generating technology is not far away), but there needs to be data and results to back it up.
What are the qualities of premium media property that jump out for you as a media expert?
The qualities we are seeking are all about data and results — data demonstrating that a site delivers better than your average industry benchmarks and offers a stronger and more defined target audience. And, results such as increased site traffic, lower bounce rate and ultimately seeing a higher conversion rate. With a bloody cherry on top.
Methodology and disclosure: Rogers Insights conducted an online poll of 265 Canadian marketers between June and July, 2016. Marketing and Rogers Insights are owned by Rogers Media.
