Consumers Twice as Likely to Trust Premium Ads

Ads from Ford, Toni & Guy and First Direct – served by premium publishers like Conde Nast, the Guardian and Hearst – are more trusted, more relevant and more engaging than other mobile advertising content, says the Association of Online Publishers.

The AOP completed a premium mobile advertising study, analysing 20m impressions across 18 publishers, or 24 per cent of the UK’s mobile web audience. The rich media campaigns, created by Mindshare, saw CTRs to videos of up to 10 per cent and five per cent click through to brand websites, with 20 seconds spent interacting on average. Many mobile campaigns see around a one per cent CTR or fewer.

Supporting research, which produced not-all-too surprising results, compared consumer experiences between premium and non-premium traffic and found that 39 per cent trusted high-end ads from well-known publishers, compared to just 25 per cent seeing blind ads.
Consumers are 50 per cent more positive about advertisers on premium sites and 32 per cent said the ads were relevant to them – although you might expect that to be higher given publishers audience profiles – while just 16 per cent said this was true of network sites.

Premium sites and well-know brands were able to garner 30 per cent greater product recall from the audience, with a 30 per cent increase in purchase consideration.
The full report is available to AOP members.