Originally posted on Digiday, April 4, 2013
Marketers spend money to drive a purchase. Obvious point, but one that’s often missed in the pointless debates about “premium” inventory.
Premium, like beauty, is in the eye of the beholder and cannot be generically defined. It should be defined based on the marketer’s objectives. For a credit card company looking to drive new account sign ups, premium media is the media where those users can be found and driven back to the site to convert. For an auto manufacturer looking to build brand awareness for next year’s new models, premium media should be selected based on its ability to do just that. In both of these cases, that media could be accessed either through a sales team or an exchange — usually both. Smart marketers will look for smart pipes and programmatic access to all media, continually measuring and optimizing toward those impressions that give them the best bang for their buck.
To continue reading, please read the full article at Digiday, The Pointlessness of ‘Premium’ Debates.