Winning Hearts & Minds: How Premium Video Enables Brands to Connect and Engage With Customers

In a world drowning in distractions, engagement is a critical measure of success. Many advertisers have spent years chasing lower CPMs, but the true gold lies in forging deep emotional connections – where audiences aren’t just watching content, they’re fully immersed. Premium video is the stage where this magic unfolds, offering an unparalleled experience that captivates and influences audiences.

Friday Night, Infinite Choices: What Keeps Us Watching?

Picture this: It’s Friday night. You’re scrolling through a near-limitless menu of shows and movies, then something grabs your attention. It’s not just background noise – it’s a story that pulls you in with characters that resonate and moments that leave a lasting impression. This is premium video at its finest: content crafted to captivate and engage at a profound level.

At VAB, we continue to explore what keeps audiences glued to their favorite content, uncovering new insights as consumer behaviors evolve. Across genres and platforms exists a consistent pattern: the most engaging content is professionally produced, long-form and emotionally rich. These elements define premium video and are the gold standard of audience engagement.

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Consider these insights from DIRECTV:

  • 97% of viewers view long-form content as the ultimate premium entertainment.
  • 9 in 10 believe watching long-form premium content is a valuable use of their time.
  • 62% feel more favorable toward brands that advertise within long-form premium content.

From Passive Watching to Active Connection: What Brands Can Learn About the Value of Premium Video

Engaged viewers don’t just watch – they feel. They invest time, emotions and even identity into the content they love. This creates a unique opportunity for brands to connect organically and authentically. Premium video offers the ideal environment for advertisers to align with deeply invested audiences:

  • Riveting attention: High-quality content holds viewers’ focus like nothing else.
  • Emotional hooks: Powerful storytelling and relatable characters create lasting impressions.
  • Brand resonance: Engaged viewers are more likely to associate positive emotions with brands they encounter.
  • Brand salience: Premium video enables brands to become memorable which is crucial for consumers when it comes time to purchase.
  • Purchase influence: Quality platforms drive trust and motivate viewers to take action.

Unlike fleeting short-form clips or user-generated content, premium video combines unparalleled scale, attention-grabbing content, high ad recall and deep consumer trust to create a unique engagement ecosystem. These qualities build lasting bonds, inspiring audiences to engage further – from online discussions to real-world purchases driven by their favorite characters and storylines. For brands, this deep engagement translates into tangible business outcomes that consistently drive conversions and foster loyalty.

Seizing the Moment: Make Engagement Your Superpower

As we dive into another year of endless options and mounting distractions, brands have a choice: chase lower CPMs and get what you pay for (e.g., low-quality inventory, risk of ad fraud, etc.) or invest in trust, transparency and engagement that delivers lasting impact. Premium video, and multiscreen TV by extension, stands unmatched in its ability to foster deep, meaningful connections that produce commitment and action.

Engagement isn’t just about being seen – it’s about being unforgettable. When brands show up in the moments where audiences are most captivated, the results are nothing short of transformative.

advertising strategiesaudience engagementbrand loyaltyContent Marketingmartech360Premium videostorytellingVABvideo marketing