This session explores the reality that brands today are offered an almost unlimited supply of impressions classified as “video.” This includes in-stream, programmatic display, CTV, linear TV, BVOD, social video, and more.

With the rise of AI-generated content, the growing volume of ad-enabled supply from streamers and FAST channels, and the expansion of FoTA, how can the premium end of the video spectrum continue to justify charging a premium? Typically, when supply increases and all impressions are treated as equal, CPMs fall. TV cannot afford to simply lower rates; and is it even fair to compare regulated and trusted TV environments with social video, YouTube, and AI-generated content?

Peter Field has recently highlighted that two of the most important drivers of campaign effectiveness are attention and trust. When an ad appears in a trusted environment, it has a significant impact on effectiveness. Yet despite this evidence, are attention and trust truly being valued as they should be?

Today, significant ad spend continues to flow into environments that deliver lower attention and lower levels of trust, while premium environments often lose out on price alone. So, do advertisers genuinely value the unique selling points of premium video? What does “premium” actually mean to advertisers and consumers in a world of unlimited impressions?

Join this session as we examine the latest spend data and reflect on how advertisers reconcile effectiveness research with their real-world spending behaviour. Are advertisers responsible for maintaining a healthy and diverse media ecosystem in Australia and New Zealand, ensuring their brands appear in trusted and reputable environments? Or is there only one priority: securing eyeballs at the lowest possible price?