Media Quality is Essential

There are two types of media buyers in this world, those that care about media quality and those that still use exclusion lists.

There’s a myriad of reasons to positively target high quality sites, but if like many you till work with partners that don’t value media quality here's a brief overview of why it might be time to consider your options & talk to a partner like Impact that takes a more sophisticated approach.

Brand Perception

Businesses often spend decades building up brand equity, placing ads on low quality sites can erode this in seconds. High-quality media, on the other hand, can elevate a brand's image, making it appear more professional and reliable.

It is perhaps unsurprising that a recent Integral Ad Science consumer perceptions study found that 81% of consumers think it’s important that ads appear against trusted content and that 39% will stop buying a brand if it sees an advert from it next to unsafe content.

Audience Engagement

High-quality media is more likely to capture attention, resonate with the audience, and lead to higher engagement in terms of dwell time as engaged audiences spend more time on page. This increases the amount of time that an advert is in view and should also boost the likelihood that the person visiting the site actually pays attention to the advert, which is of course what counts.

Low quality click bait sites often called made for advertising (MFA) sites have high levels of viewability due to intrusive ad-slots but low levels of engagement from poor quality content like slideshows, meaning levels of attention are at best fleeting.

Ad Performance

High-quality media typically performs better in terms of ad metrics in part for the reasons mentioned above. Quality media tends to generate higher levels of attention, ads that are actually seen tend to have higher engagement rates.

It is also often the case that media in high quality environments can have higher CPMs but lower Attentive CPMs (aCPMs) simply because of the much higher levels of audience engagement on higher quality media sites.

Why Impact?

Impact believes that in an increasingly crowded digital landscape, quality media where engagement is high coupled with a compelling message is a great start, but we help our partners take things a level up from here.

Within our inclusion list we only target the placements that generate the highest levels of attention meaning not only do your ads show on high quality, premium content we’re also cherry picking the best placements to drive the highest possible levels of attention and engagement for your brand.

How do we do this? Using third party measurement and custom algorithms so whilst we’re happy to make our inclusion list available to all (including the four media agencies) we prefer to keep the best placements within this list for our customers, to give them a competitive advantage. If that sounds interesting to you please reach out to us.