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The FreeWheel Council for Premium Video Europe (FWCE) has released a ‘Demystifying Premium’ position paper, which aims to determine what is exactly meant by the phrase ‘premium video inventory’ and create an
FWCE was created in June 2017 to provide advice and guidance in the premium video industry. It has 17 global members, encompassing a wide variety of members including Canal + Régie, Channel 4, Discovery Networks International, France Télévision Publicité, Sanoma Finland, RTÉ, Sky Media UK
Supported by industry research and thought leaders’ perspectives, Demystifying Premium notes that several recent industry trends have increased demand for premium inventory: the desire for brand safety, transparency, engagement, trust and the ability to improve the quality of reach.
Key takeaways from the paper include:
- Brands should be considering the true value of premium environments
- They should look to the benefits of long-term outcomes rather than opting for the
quick, short-term results offered by low-cost, low-quality video advertising - It’s essential to ensure that advertisers understand what is meant by the term ‘premium’ and whether the ad environment truly reflects this, so they are aware of the impact it can have on their campaign return on investment
- There are five key attributes of
premium on which brands should never compromise: brand safety, transparency, engagement, trust, and quality reach - Premium video allows brands and advertisers to reach engaged audiences, at scale, in high-quality environments
“Advertisers must look to premium inventory in order to guarantee the most effective user experience and the best returns from their campaigns,” said Emmanuel Josserand, Brand, Agency and Industry Relations at FreeWheel.
Phil Smith (ISBA), Anna Forbes (The Trade Desk), Etienne Bodel (
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The full paper can be downloaded here.