The study highlights that while traditional metrics like viewability and click-through rates showed minimal differences between high and low-quality media environments, the real impact of media quality was evident in brand consideration scores, which significantly outperformed industry benchmarks when ads ran on high-quality inventory.
Using Picnic’s proprietary PIQ scoring system, the research was able to quantitatively assess the ads’ effectiveness in different media environments—underscoring how a focus on premium placements can maximize advertisers’ return on ad spend.
Despite no substantial difference in vanity metrics, which often don’t translate to real consumer engagement, the campaign showcased that high-quality media environments foster deeper brand connections and enhanced consideration among potential consumers.
The findings suggest that advertisers focusing solely on basic performance metrics like CTR and viewability may overlook substantial gains offered by premium inventory, where quality drives meaningful interactions and brand growth.
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