Facing such a fragmented media landscape, brands are seeking channels offering not just reach, but genuine engagement and credibility. New research from The Trade Desk Intelligence indicates that the two main drivers for increased purchase intent and brand trust come from premium medium experience.
The results of the study concluded that premium environments are a catalyst for building brand authority. 85% of respondents agreed that advertising in a premium environment significantly increases their trust of the advertiser. This underscores that the high-quality, non-disruptive nature of premium placement transfers a mantle of credibility to the brand itself. Furthermore, ads placed in premium settings deliver a substantial 30% lift in positive associations such as: trust, quality, innovation, and respect.
LAXSupercharging Commercial Impact with Intentional Audience Focus
Beyond simply improving perception, premium media is a potent driver of commercial action. Exposure to premium placements was found to increase purchase intent by a remarkable 40%. Crucially, this effect is 30% more effective compared to exposure in less premium media environments. This data translates directly into higher ROI and greater sales momentum for brands choosing quality OOH inventory.
A core finding reinforces OOH's unique power to capture focused attention as premium environments keep audiences engaged longer, and the focus is more intentional. Overall, respondents noted the key factors when defining a “high-quality” media experience that command attention:
- Ads don’t slow down content (81%)
- Ads are well integrated / not disruptive (80%)
- Ads feel premium / high quality (77%)
- Ads are legitimately interesting (75%)
NYC- 57th StreetDefining the "Premium" Out-of-Home Experience
The study highlights that audiences instinctively recognize and value media quality. They define "Premium Media" based on two key qualities: a quality media environment (70% importance) and a strong media brand (65% importance). The choice of OOH partner is more than a media allocation; it is a strategic statement about a brand’s values. By choosing the premium environments of JCDecaux's Street and Airport inventory, brands are not just buying reach, they are investing in trust, quality, innovation, and a verified 40% increase in the consumer's intent to purchase. In a crowded market, premium OOH is the definitive path to achieving both brand fame and commercial efficacy.
