What Is ‘Premium’ Content Anyway? Ad Execs Discuss

By on 08/21/2014 7:31 PM @robertandrews

Advertisers and their buyers often say they aspire to advertise only with “premium” publishers. But what does that really mean, and is the notion changing as ad tech evolves around it? Three execs from different parts of the industry debated for Beet.TV…

  • Mindshare’s New York digital lead Joe Migliozzi: ”Hopefully, over time, we can get over that misperception that, just because you don’t know (the target publication), or just because it’s not on a network, it’s not premium.”
  • Ebuzzing and Teads north America MD Jim Daily said big audience and good content equals a “premium” identification: “As long as we’re filling those two … there’s a huge opportunity.”
  • Nielsen’s EVP and client business partner for agencies Dave Hohman: ”I would add one more thing to your definition: is the audience a group of people who are highly engaged in the category? Reach isn’t enough. I’ve got to be able to find people who are … heavy consumers of my brand.”

They were interviewed by Collective Digital Studio SVP Paul Kontonis at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads.  Please find more videos from that event here.

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