The Uber Halo Effect!
“Halo Effect” — cognitive bias in which an observer’s overall impression of a person, company, brand, or product influences the observer’s feelings and thoughts about that entity’s character or properties.
The primary driving force for the brand lift is the positive impact of the “halo effect” of the contextual environment in which an ad is seen. In other words: A good environment drives better ad campaign effectiveness. DCN
As Digital Content Next (DCN) put it, Programmatic advertising and its aggregation of inventory are often viewed as the key forces behind the commoditization of digital ad impressions. The shift to audience-centric media buying from earlier practices emphasizing context has left many questioning whether or not the environment surrounding advertising really matters.
Today’s release of comScore’s independent research, “The Halo Effect: How Advertising on Premium Publishers Drives Higher Ad Effectiveness” presents empirical findings that Digital Content Next member sites delivered significantly higher branding effectiveness results than other sites.
Key findings include:
- Display ads on DCN premium publisher sites had an average of 67% higher brand lift than non-DCN publishers, confirming that premium sites deliver premium performance.
- Premium publishers are more than 3x more effective in driving mid-funnel brand lift metrics such as favorability, consideration and intent to recommend.
The correlation appears to corroborate the positive halo effect of premium publishers, resulting from 1) a well established and safe brand, 2) relevant and respected content, 3) a captive and proven audience profile, three attributes that consequently drive a) higher viewability rates and b) potentially lower levels of invalid traffic, thus translating into ad effectiveness, measured here by brand lift.
Yes, the environment surrounding advertising really matters, but what about the delivery? Even on premium environments there is still the question of the delivery metric — impressions. Research as also found that time in-view is responsible for more of the variation in ad effectiveness than percent in-view, commanding the adoption of a time-based ad metric.
The solution is TIME. Time-based metrics, together with premium publishers, create the ultimate Uber Halo Effect for ad effectiveness!
How do we know this? Because @WebSpectator, we’re leading the Time & Attention digital ad space with the only Media Rating Council (MRC) accredited metric that measures and trades effective brand exposure with digital audiences for 5, 10, 15, 20 or more seconds — 100% guaranteed!
Digital Content Next (DCN) is an industry trade group that represents digital publishers across a variety of content verticals. DCN’s members are some of the most trusted media brands that, together, have an unduplicated audience of 230,604 million unique visitors. WebSpectator is a DCN Supporter.