Have you ever asked yourself, “Why are my facebook ads not delivering?’’, ‘’Why aren’t they getting any reach?’’ After months of strategizing, copywriting and hardwork, you notice that the leads generated via Facebook advertising aren’t up to the mark. Then, it’s time to redirect your money towards premium digital media.
Premium digital media is the purchase of advertisements, sponsorships, or customised packages across contextually relevant sites that carry professionally produced and credible content. ThinkPremiumDigital general manager Venessa Hunt said the research conducted by their agency offers advertisers proof points that the content surrounding their ad does affect the effectiveness. What we’re trying to say is that Premium Digital Media is the solution and the best platform to showcase your ads as they are processed by the brain more effectively, have increased viewership and higher levels of engagement as compared to Facebook ads. Although social media is the best way to grab the attention of the audience immediately, it is less engaging and less likely to be converted into long-term brand memories.
As a digital marketing agency, Digiscrew agrees with these observations and results. Without citing further studies, let’s talk about how this information can be utilised by brands effectively in India.The content that surrounds your ad is very important in determining the level of attention that it can potentially attract. Instagram and Facebook posts generally consist of memes, and humorous images. Now if your ad were to be showcased amidst this type of content, the reach and leads will be minimal as the audience is not in a serious mood, or in one that is prone to engagement.
Ads showcased on premium news sites such as the Economic Times,Times of India, Business Standard and Inshorts are more likely to be trusted, clicked on and eventually lead to future purchases. Ads on premium websites benefit from a “halo effect” that comes from the quality and subject matter of articles where they are seen. The content and news around the ad is serious and relevant to the brand being endorsed. Premium magazine websites such as Lounge, Verve and Outlook are suitable options for brands to feature their advertisements, for almost the same price as social media platforms.
The verdict: Ad performance is better in a premium content environment.
The only question is when will brands act on it?