New Study Shows 97% of Consumers Prefer Long-Form Content as Premium
TL;DR
Brands can access deeply engaged audiences through long-form premium content, driving strong business outcomes.
The study, fielded by Vital Findings in May 2024, uncovers consumers’ definition of premium content and their sentiment towards the ads that appear within it.
Advertising within long-form premium content makes it more affordable to view and elicits positive emotions, offering a leaned-in experience that forges deep personal connections.
97% of viewers consider long-form content to be the most premium, and 62% appreciate that brands advertising in it make it more affordable to view.
Found this article helpful?
Share it with your network and spread the knowledge!
DIRECTV Advertising and Publicis Media have released a new study, "Premium, Defined: Long-Form Content Drives Ad Success," highlighting that 97% of viewers regard long-form content as the most premium form of media. Conducted by Vital Findings in May 2024, the research delves into consumer perceptions of premium content and their attitudes towards advertisements within such content.
The study underscores that nearly 9-in-10 viewers find watching long-form premium content a good use of their time, associating it with positive emotions. Amy Leifer, Chief Advertising Sales Officer for DIRECTV Advertising, emphasizes the enduring value of TV and premium content in creating deeply engaging viewer experiences. She notes that DIRECTV Advertising effectively connects brands with these highly engaged audiences.
The findings are particularly relevant as more ad-supported services emerge in the market. Notably, 62% of viewers appreciate that brands advertising in long-form premium content make such content more affordable. The study also reveals that two-thirds of viewers have purchased products advertised within long-form premium content, highlighting the effectiveness of this advertising medium.
Liz Leonard, EVP of PMX Lift, points out that while the definition of 'premium' varies among audiences, long-form content remains a crucial component of advertisers' video strategies. This is due to its perceived quality, integrity, and proven track record in driving strong engagement and business outcomes.
In the coming months, brands will have the opportunity to leverage these consumer segments within the DIRECTV footprint and across media through PMX Lift. The full report is available at directvadvertising.com/insights/.
The data is based on a survey of 3,000 consumers representative of the US population, conducted online by Vital Findings from May 1st to May 15th, 2024.
Curated from News Direct
