Digital marketers have forever resisted the idea that premium digital content exists, due mainly to a two-decade obsession with online direct response tactics. But a groundbreaking research study shows some “premium" sites and content are 2.5x more impactful on memory for brand messages than “run of internet”. GroupM’s Claire Butterworth and Dentsu’s Patrick Darcy say ThinkPremiumDigital's data is self-serving but robust, believable and long needed.

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