Premium inventory equates to peak campaign performance

The old adage, “you get what you pay for.” Is applicable across most industries, and digital advertising is no exception.

But in an ecosystem where the entire internet acts a consumer attention marketplace why pay more for a placement that you theoretically can get elsewhere at a bargain rate?The answer is simple: results.Here are three reasons to adopt a premium inventory approach:

Relevancy
One of the biggest complaints around digital advertising is it can be “annoying.” This is due in part to bad first impressions.  Advertisers should place a premium on introducing themselves to their audience on high-quality, contextually relevant publications. By doing this, the brand is aligned with high-perceived value of the editorial content. Which goes a long way in laying the foundation for a successful consumer journey, when impressions focus on the lowest price available it often leads to misaligned messaging, poor timing, and brand exposure can suffer as a result.

Sequential Messaging
As stated above, awareness messaging benefits greatly from a strong first impression. Cultivation messaging drives consumer engagement. And intent messaging — drives direct responses from interested audiences. Audience and retargeting tactics help do drive strong results in both these midfunnel and bottom funnel objectives. And as important as the targeting tactics are the placements of the ad messaging is nearly as important. While contextual relevancy isn’t as critical as it is during the initial consumer touchpoint, both context and environment remain important in terms of driving performance. Top-tier publication placements are a priority based on high-value content category, high-reach websites, brand-safe and perceived reputation.

Data Driven
Inventory quality determines the accuracy and quality of the data associated with it. By leveraging premium inventory, advertisers will subsequently get higher quality data to drive their decisions. Due to the multitude of factors influencing campaign strategy, a premium approach elevates the data associated with campaigns to enable real-time optimizations. Investing in premium inventory results in premium data that elevates the customer experience at scale and optimizes performance.