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Summary of Premium Video Advertising Report

Core Content

This report explores the evolving landscape of premium video advertising in 2025, focusing on how brands, publishers, and platforms can optimize ad effectiveness in a fragmented and multitasking-driven media environment. It highlights the importance of premium video as a high-value, attention-rich format that aligns with viewer intent and engagement, and examines how different platforms and audiences interact with this format.

Main Points

• Premium Video is Growing: Premium video is a key component of media plans in 2025, with platforms investing more and audiences engaging more intentionally.
• Attention is the Key: Premium video offers a rare opportunity for brands to reach viewers with high focus and intent. Viewers are more likely to engage with ads when they are relevant and unobtrusive.
• CTV Dominates: Connected TV (CTV) is the preferred device for premium video viewing, especially among affluent and high-intent audiences. It provides a lean-back, immersive experience that aligns well with ad placements.
• Mobile is a Personal Screen: Mobile is becoming a primary screen for younger and value-conscious audiences, offering a contextually rich environment for brand engagement.
• Platform Strategy is Personalized: Advertisers must tailor their strategies to different platforms and audience segments. No single approach fits all, and multi-platform CTV buying is essential.
• Audience Preferences are Diverse: There is no one-size-fits-all model. Preferences vary by age, income, and lifestyle, with high-income viewers favoring ad-free content and younger audiences more open to targeted, personalized ads.
• Multitasking is the New Normal: Viewers multitask frequently while watching premium video, with 87% engaging in secondary activities like social media scrolling or online shopping. This requires ads to be context-aware and designed for split attention.
• Ad Format Matters: Eye-catching visuals and engaging audio are more effective in multitasking environments than traditional long-form or brand-centric ads. The first few seconds of an ad are critical for capturing attention.
• Ad Load is a Challenge: Many viewers believe the current ad load is too high, with 56% saying there are already too many ads. Ad frequency must be calibrated to audience expectations and subscription costs.
• Retargeting is Acceptable: Retargeting ads for recently browsed products are generally well-received, with 74% of viewers finding them convenient or intriguing. However, it is more sensitive to timing and framing, especially among older audiences.

Key Takeaways

1. Invest Where Consistency Meets Intent

• Premium video is a reliable and intentional format.
• Brands should treat it as a core pillar of their cross-channel strategy, not just a reach extension.
• It supports both short-term performance and long-term brand equity.

2. Build for Mobile, Where Attention Gets Personal

• Mobile is a key second screen, especially for Gen Z and lower-income households.
• Brands should create mobile-first content and dual-screen strategies to capture attention during everyday moments.

3. Prioritize CTV for Maximized Reach

• CTV is the dominant platform for premium video, especially among affluent audiences.
• It offers a premium experience with high engagement and contextual alignment.
• Advertisers should focus on CTV as a central part of their strategy.

4. Platform Strategy is Audience-Driven

• No single platform dominates all audiences.
• Advertisers must align messaging and creative with the platform's audience and purpose.
• Strategic partnerships and multi-platform CTV buying are essential for success.

5. Multitasking is the Rule

• Viewers multitask while watching premium video, with 87% doing so.
• Second screens are not distractions but extensions of the viewing moment.
• Ads should be designed to fit this context and engage even when attention is split.

6. Create Winning Ad Moments

• Eye-catching visuals and engaging audio are most effective in multitasking environments.
• Ads should lead with motion, contrast, and immediate clarity to capture attention quickly.
• Short, striking, and platform-aware ads are more likely to resonate with today's audiences.

7. Ad Load is a Delicate Balance

• Many viewers believe ad load is too high, with 56% finding it excessive.
• High-income and younger audiences are more sensitive to ad frequency and less tolerant of interruptions.
• Ad load must be aligned with subscription costs and audience expectations.

8. Retargeting is Acceptable When Done Right

• Retargeting ads for recently browsed products are generally well-received.
• 74% of viewers find them convenient, curious, or intriguing.
• Retargeting should be respectful of the viewer's mindset and moment, avoiding disruption.

Conclusion

Premium video advertising is evolving rapidly, driven by audience intent, platform innovation, and the need for context-aware, engaging content. The key to success lies in understanding viewer behavior, leveraging CTV and mobile for reach and relevance, and creating ads that align with the moment and mindset of the audience. As ad load and multitasking become more prevalent, the focus must shift from traditional formats to more dynamic, personalized, and contextually relevant ad experiences.