{"id":12251,"date":"2025-04-01T17:57:25","date_gmt":"2025-04-01T21:57:25","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/04\/01\/attention-please-unlocking-the-power-of-premium-on-youtube-2\/"},"modified":"2026-05-07T18:29:44","modified_gmt":"2026-05-07T22:29:44","slug":"attention-please-unlocking-the-power-of-premium-on-youtube-2","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/attention-please-unlocking-the-power-of-premium-on-youtube-2\/12251\/","title":{"rendered":"Attention Please: Unlocking the Power of Premium on YouTube"},"content":{"rendered":"\n

As advertisers, publishers, and creators vie for attention on YouTube, they must navigate a mix of user-generated and professionally produced content. To understand the impact of content quality, Vevo, the world\u2019s leading music video network, partnered with Amplified Intelligence on a custom study. Our findings show that premium content not only drives key advertiser KPIs but also boosts harder-to-move metrics like credibility and trust.<\/p>\n","protected":false},"excerpt":{"rendered":"

As advertisers, publishers, and creators vie for attention on YouTube, they must navigate a mix of user-generated and professionally produced content.<\/p>\n","protected":false},"author":7,"featured_media":12252,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[46,10],"topics":[2],"class_list":["post-12251","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-aweurope-2025-sessions","tag-streaming-ctv","topics-editorial"],"acf":[],"yoast_head":"\nAttention Please: Unlocking the Power of Premium on YouTube | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/attention-please-unlocking-the-power-of-premium-on-youtube-2\/12251\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Attention Please: Unlocking the Power of Premium on YouTube\" \/>\n<meta property=\"og:description\" content=\"As advertisers, publishers, and creators vie for attention on YouTube, they must navigate a mix of user-generated and professionally produced content.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/attention-please-unlocking-the-power-of-premium-on-youtube-2\/12251\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2025-04-01T21:57:25+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-07T22:29:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-06-at-3.10.02-PM-1024x667.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"667\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/attention-please-unlocking-the-power-of-premium-on-youtube-2\\\/12251\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/attention-please-unlocking-the-power-of-premium-on-youtube-2\\\/12251\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"Attention Please: Unlocking the Power of Premium on YouTube\",\"datePublished\":\"2025-04-01T21:57:25+00:00\",\"dateModified\":\"2026-05-07T22:29:44+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/attention-please-unlocking-the-power-of-premium-on-youtube-2\\\/12251\\\/\"},\"wordCount\":74,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/attention-please-unlocking-the-power-of-premium-on-youtube-2\\\/12251\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/05\\\/Screenshot-2026-05-06-at-3.10.02-PM.png\",\"keywords\":[\"AWEurope 2025 Sessions\",\"TV + Streaming\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/attention-please-unlocking-the-power-of-premium-on-youtube-2\\\/12251\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/attention-please-unlocking-the-power-of-premium-on-youtube-2\\\/12251\\\/\",\"name\":\"Attention Please: Unlocking the Power of Premium on YouTube | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/attention-please-unlocking-the-power-of-premium-on-youtube-2\\\/12251\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/attention-please-unlocking-the-power-of-premium-on-youtube-2\\\/12251\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/05\\\/Screenshot-2026-05-06-at-3.10.02-PM.png\",\"datePublished\":\"2025-04-01T21:57:25+00:00\",\"dateModified\":\"2026-05-07T22:29:44+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/attention-please-unlocking-the-power-of-premium-on-youtube-2\\\/12251\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/attention-please-unlocking-the-power-of-premium-on-youtube-2\\\/12251\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/attention-please-unlocking-the-power-of-premium-on-youtube-2\\\/12251\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/05\\\/Screenshot-2026-05-06-at-3.10.02-PM.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/05\\\/Screenshot-2026-05-06-at-3.10.02-PM.png\",\"width\":1992,\"height\":1298},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/attention-please-unlocking-the-power-of-premium-on-youtube-2\\\/12251\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Attention Please: Unlocking the Power of Premium on YouTube\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\",\"name\":\"Advertising Week\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"caption\":\"Advertising Week\"},\"sameAs\":[\"https:\\\/\\\/advertisingweek.com\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Attention Please: Unlocking the Power of Premium on YouTube | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/attention-please-unlocking-the-power-of-premium-on-youtube-2\/12251\/","og_locale":"en_US","og_type":"article","og_title":"Attention Please: Unlocking the Power of Premium on YouTube","og_description":"As advertisers, publishers, and creators vie for attention on YouTube, they must navigate a mix of user-generated and professionally produced content.","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/attention-please-unlocking-the-power-of-premium-on-youtube-2\/12251\/","og_site_name":"AW360","article_published_time":"2025-04-01T21:57:25+00:00","article_modified_time":"2026-05-07T22:29:44+00:00","og_image":[{"width":1024,"height":667,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-06-at-3.10.02-PM-1024x667.png","type":"image\/png"}],"author":"Advertising Week","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Advertising Week"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/attention-please-unlocking-the-power-of-premium-on-youtube-2\/12251\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/attention-please-unlocking-the-power-of-premium-on-youtube-2\/12251\/"},"author":{"name":"Advertising Week","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69"},"headline":"Attention Please: Unlocking the Power of Premium on YouTube","datePublished":"2025-04-01T21:57:25+00:00","dateModified":"2026-05-07T22:29:44+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/attention-please-unlocking-the-power-of-premium-on-youtube-2\/12251\/"},"wordCount":74,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/attention-please-unlocking-the-power-of-premium-on-youtube-2\/12251\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-06-at-3.10.02-PM.png","keywords":["AWEurope 2025 Sessions","TV + Streaming"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/attention-please-unlocking-the-power-of-premium-on-youtube-2\/12251\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/attention-please-unlocking-the-power-of-premium-on-youtube-2\/12251\/","name":"Attention Please: Unlocking the Power of Premium on YouTube | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/attention-please-unlocking-the-power-of-premium-on-youtube-2\/12251\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/attention-please-unlocking-the-power-of-premium-on-youtube-2\/12251\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-06-at-3.10.02-PM.png","datePublished":"2025-04-01T21:57:25+00:00","dateModified":"2026-05-07T22:29:44+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/attention-please-unlocking-the-power-of-premium-on-youtube-2\/12251\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/attention-please-unlocking-the-power-of-premium-on-youtube-2\/12251\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/attention-please-unlocking-the-power-of-premium-on-youtube-2\/12251\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-06-at-3.10.02-PM.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-06-at-3.10.02-PM.png","width":1992,"height":1298},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/attention-please-unlocking-the-power-of-premium-on-youtube-2\/12251\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"Attention Please: Unlocking the Power of Premium on YouTube"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69","name":"Advertising Week","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","caption":"Advertising Week"},"sameAs":["https:\/\/advertisingweek.com"]}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/12251","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=12251"}],"version-history":[{"count":1,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/12251\/revisions"}],"predecessor-version":[{"id":17951,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/12251\/revisions\/17951"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/12252"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=12251"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=12251"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=12251"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=12251"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}