CES

Premium Websites Have Better Ad Engagement, New Adobe Survey Shows

Ads on sites like CNN performed better than ads on social media

A new report showed that consumers are more likely to engage with ads on "premium" sites.
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By Sara Jerde

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You, a working professional in media, probably already guessed that consumers are more likely to engage with advertisements on so-called premium media channels over non-premium media channels like user-generated content, non-broadcast video and social media feeds.

Now there’s data to support this, according to a report from YouGov in partnership with Adobe Analytics.

The survey’s findings, timed to CES 2020, analyzed the effectiveness of ads on premium publisher sites including The New York Times and CNN, TV networks such as ESPN+ and digital outlets like BuzzFeed.

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Headshot of Sara Jerde

Sara Jerde

Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.

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