{"id":8173,"date":"2025-04-02T08:33:47","date_gmt":"2025-04-02T12:33:47","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/04\/02\/attention-please-unlocking-the-power-of-premium-on-youtube\/"},"modified":"2025-04-22T07:40:08","modified_gmt":"2025-04-22T11:40:08","slug":"attention-please-unlocking-the-power-of-premium-on-youtube","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/attention-please-unlocking-the-power-of-premium-on-youtube\/8173\/","title":{"rendered":"Attention Please: Unlocking the Power of Premium on YouTube"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Helen Myers, Advertising Week Correspondent<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Advertising Week Europe welcomed Vevo in a conversation regarding the relationship between content quality and engagement with advertisers.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The panel kicked off with Vevo\u2019s Head of Sales, Chris Wright, describing the need for advertisers to meet audiences where they reside. With younger audiences, that space is YouTube. YouTube is often presented as a homogenous entity, but its sheer amount of content and subcategories means that the variances of quality should be analyzed in different ways. Through proper analysis, brands and agencies can optimize a TV-sized audience.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1067\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/04\/rep1.jpg\" alt=\"\" class=\"wp-image-8175\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/rep1.jpg 1600w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/rep1-300x200.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/rep1-1024x683.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/rep1-768x512.jpg 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/rep1-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">The conversation focused on \u201cpremium quality content,\u201d which Senior Manager for International Research Nav Gadhvi describes as content fit for TV that is professionally produced and edited. In 2023, Vevo partnered with Channel 4 to conduct a study on the correlation between content quality and audience attention using the \u201cfit for TV\u201d metric. In 2024, Vevo expanded on these insights and partnered with Amplified Intelligence to further explore the impact of premium content on YouTube on CTV.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cOur biggest headline in this study is that premium content captures 40% more active attention than non-premium content. And what really stands out is how much longer people focus on ads placed around premium content. 84% of the ad is watched, whether actively or passively, and this highlights how premium content not only holds viewers&#8217; attention, but also makes ads more effective,\u201d Gadhvi explained. She further added that people often like premium content more, leading to them being more engaged in the accompanying advertisements.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1067\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube2.jpg\" alt=\"\" class=\"wp-image-8176\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube2.jpg 1600w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube2-300x200.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube2-1024x683.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube2-768x512.jpg 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube2-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">Premium content is most beneficial in engaging younger audiences, as Gadhvi states that young viewers are drifting away from traditional television and spend 20 percent of their viewing time on YouTube. Co-viewing is also a practice more commonly used with premium content, as 3\/4 of households view premium content in groups of two or more people.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Richard Brant, the Senior Director of advanced TV, strategy, and partnerships at Vevo, led the Q &#038; A segment with the Head of Planning at MG OMD, Flora Williams, and the Head of YouTube Sales at ITV, Abul Noor.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1067\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/04\/rep2.jpg\" alt=\"\" class=\"wp-image-8177\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/rep2.jpg 1600w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/rep2-300x200.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/rep2-1024x683.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/rep2-768x512.jpg 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/rep2-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">Williams discussed the partnership between Omnicom and Amplified Intelligence to create a TV Attention Panel, built up of 1000 homes across the UK. This panel measures active attention during YouTube ad breaks, revealing detailed engagement metrics such as when audience attention plateaus.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Noor discussed the importance of creating an objective definition of premium content by determining the pillars of what makes something premium. \u201cWe are taking those pillars and that broadcast DNA we have across broadcast and streaming, and applying it to the world of YouTube,\u201d Noor said. He explained further that YouTube has evolved, and brands need to evolve with it, which includes being willing to listen and learn.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When asked what the best way to construct a TV campaign in the current age, Williams gave insight into Omnicom&#8217;s unified video approach. She explained that they take a holistic video view and factor in things like attention, trust, and screen size based on every client and projected audience. \u201cThat&#8217;s the great thing about unified videos as we have such a plethora of opportunities. It\u2019s about creating curated plans to make it work as best as possible,\u201d Williams said.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1067\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube4.jpg\" alt=\"\" class=\"wp-image-8178\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube4.jpg 1600w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube4-300x200.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube4-1024x683.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube4-768x512.jpg 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube4-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">The conversation ended with Noor describing how broadcasters need to consider YouTube as being a part of their ecosystem and should invest time in planning for that accordingly.<\/p>\n\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n<h2 class=\"wp-block-heading\">Also available as an audio podcast through our Uncommon Thinking podcast series. Subscribe now on your favorite podcast platform:<\/h2>\r\n\n<div class=\"wp-block-group aw-mig-inline-images is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-c88056ad wp-block-group-is-layout-flex\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"128\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2020\/12\/100apple.png\" alt=\"apple podcasts\" class=\"wp-image-7392\" style=\"object-fit:cover;width:64px;height:64px\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"128\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2020\/12\/100spotify.png\" alt=\"spotify podcasts\" class=\"wp-image-7393\" style=\"object-fit:cover;width:64px;height:64px\"\/><\/figure>\n<\/div>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/music.amazon.com\/podcasts\/d0901bd2-8fd1-4ed6-9f2d-ae72647e20d5\/uncommon-thinking\"><\/a><\/p>\n\n\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"512\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2021\/09\/512betteramazonmusic.png\" alt=\"amazon podcasts\" class=\"wp-image-7394\" style=\"object-fit:cover;width:64px;height:64px\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/09\/512betteramazonmusic.png 512w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/09\/512betteramazonmusic-300x300.png 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/09\/512betteramazonmusic-150x150.png 150w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Advertising Week Europe welcomed Vevo in a conversation regarding the relationship between content quality and engagement with advertisers.<\/p>\n","protected":false},"author":7,"featured_media":8174,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[21,10],"topics":[2],"class_list":["post-8173","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-aweurope-2025-partner","tag-streaming-ctv","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Attention 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\" 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