Study shows halo effect when advertising in premium content
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John Moulding
| 02 October 2023
1 Study shows halo effect when advertising in premium content
A joint study by Vevo and Channel 4 demonstrates a significant ‘halo’ effect for brands that advertise within ‘premium’ content on YouTube, contrasting this with lower ad performance for ads found within so-called ‘non-premium’ content.


A joint study by music video network Vevo and the UK broadcaster Channel 4 demonstrates a significant ‘halo’ effect for brands that advertise within what they consider ‘premium’ content on YouTube, contrasting this with lower ad performance for ads found within so-called ‘non-premium’ content (when measured against the metrics used for the study).

The study found that premium content is more than three times as likely to be watched on a television set in the first place (vs non-premium content) and that audiences are more likely to have a positive emotional response to watching premium publisher content. Those that enjoyed the content they consumed were twice as likely to consider the brand [when buying] in the future.

In most cases, trust and believability metrics were doubled when an ad was found within premium content, and negative connotations for that brand decreased five-fold. Positive perception of brands was boosted nearly three-fold when ads were placed within premium content. Ads placed in non-premium were five times more likely to be perceived as low quality, according to this study. “Brands advertising with premium publishers are assumed to have increased value, credibility, and trustworthiness,” the study decided.

The new study, ‘Retaining Trust and Quality in a Sea of Content’, is based on a survey of 1,000 British consumers aged 16-40 who regularly watch video content. It aims to “identify and quantify the factors that boost the value of ads consumed within ‘fit for TV’ content on YouTube”.

The TV measurement company Barb (in the UK) has defined the ‘fit-for-TV’ classification by referencing brand safety, editorial oversight and regulatory compliance in an effort to differentiate content on video sharing platforms that aligns with these expectations from content that does not. James Cornish, Senior Vice President, International Sales & Partnerships at Vevo, declares, “For advertisers, not all content is the same and nor are publishers.” This study provides evidence to support this statement.

Vevo and Channel 4 concluded from the study that, “Overall, the expectations of advertising brands are fundamentally elevated when situated within fit for TV content, with the association that ads and the content they sit with have a similar quality.”

In terms of study methodology, Flood + Partners surveyed the consumers, who chose which content they wanted to watch from a selection of videos within their groups. Questions were gamified, capturing instinctive responses and high engagement. 400 of these respondents were recontacted for a follow-up survey to understand how their response to the material they saw might have evolved over time.

For the qualitative portion of the research, 16 consumers also participated in a deep-dive, which included a five-day daily diary, daily vlog, and final one-on-one Zoom interview.

Comment:

The digital advertising revolution made it easier to target audience segments based on demographics, consumer interests, behaviours and intent to buy a category of service or goods, and to find those audiences wherever they were reading or watching. Television has always claimed that its compelling content, and the mindset that people find themselves in when watching, makes it an especially powerful advertising medium – generating emotion, helping memories to form, and helping to change consumer views and behaviour.

With more focus today on the effectiveness of advertising (which includes more interest in the attention that different media generates for advertisers), the role of ‘environment’ and ‘context’ is firmly in the spotlight. With Vevo and Channel 4 stressing their own professional production values and standards, they consider themselves part of the ‘premium’ world within video sharing and other streaming platforms.


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