DoubleVerify Launches First-of-its-Kind Global Attention Benchmark Report
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Analysis of DoubleVerify's quarterly benchmark report reveals significant insights into the efficacy of advertising across various industry verticals. The utilization of the DV Attention Index as a metric for ad engagement is a pivotal development in understanding consumer behavior. The data, derived from tens of billions of impressions, provides a robust sample size for reliable statistical analysis.
The report's findings that Media & Sports, Health & Pharma and Education sectors lead in capturing audience attention could influence advertisers' budget allocation and strategy. The index values of 117, 113 and 108 for these sectors respectively suggest that content engagement in these verticals significantly exceeds the benchmark, which could correlate with higher conversion rates and ROI for ad campaigns within these industries.
Conversely, sectors such as Travel, Financial Services and Telecom, which are indicated as lower performers, may need to reassess their content strategy or explore alternative advertising channels to improve engagement. The variation in performance also underscores the importance of industry-specific tailoring of advertising content and placement.
The data presented by DoubleVerify underscores the competitive advantage of timely and visually engaging content in capturing consumer attention. The strategic implications for marketers are clear: investment in quality content creation and dynamic ad delivery can lead to superior engagement metrics, as evidenced by the top-performing sectors.
Brands operating within the lower-performing verticals should consider this report as a call to action to innovate and evolve their advertising approaches. The insights provided by DV’s Attention Lab™ could serve as a guide for these brands to benchmark their current campaigns and identify potential areas for improvement.
Furthermore, the report suggests that regional differences in attention levels may require geo-targeted strategies. Advertisers should heed these insights to optimize their campaigns for maximum impact, tailoring not just to industry norms but also to regional preferences and behaviors.
The attention metrics reported by DoubleVerify could have material implications for companies in the advertising space and their investors. The performance of the Media & Sports, Health & Pharma and Education sectors could signal underlying strength in these markets, potentially translating into higher ad revenues for companies targeting these verticals.
For the stock market, companies within the high-performing sectors might see increased investor interest, as the potential for higher engagement rates may lead to better financial performance. On the other hand, companies in sectors with lower attention scores might face scrutiny regarding their marketing strategies and could be pressured to demonstrate how they plan to address these challenges.
This report can serve as a valuable tool for investors seeking to understand the nuances of consumer engagement across different sectors, enabling more informed decision-making regarding investments in the digital advertising industry.
DV shares key industry attention trends across global regions and industry verticals, with Media & Sports, Health & Pharma, and Education verticals garnering the highest attention benchmarks.
The global attention benchmarks were produced by the DV Attention Lab™ – a multidisciplinary team consisting of data scientists, product experts and marketing analysts focused on providing advertisers with sophisticated, attention-based insights and recommendations on campaign performance.
"Our latest findings from the DV Attention Lab™ highlight the dynamic landscape of attention across various industries and regions,” said Daniel Slotwiner, Senior Vice President of Attention, DoubleVerify. “These insights are critical in helping brands better contextualize their ad campaign performance, and implement stronger optimization strategies.”
DV’s Attention Index is based on 50+ data points that are calculated in real time, and is based on tens of billions of impressions measured per month – benchmarked against an average score of 100 over a 28-day rolling window. An index of 125, for example, indicates the performance of that index is
The report highlights the difference in average performance across industries, driven by varied media strategies and tactics. Q3 data revealed that Media & Sports, Health & Pharma, and Education are the top 3 performing industries, with average attention levels of 117, 113, and 108 respectively. These top performers tend to utilize engaging and timely content. For example, Media & Sports ad campaigns often contain exciting visuals, live-action content, and updates about ongoing or upcoming events, leading to higher engagement.
It is important for advertisers to be able to compare their campaign attention levels within their own competitive set to better contextualize their performance. For example, a Telecom campaign with an attention index of 85 would still be outperforming the Telecom industry average by
Attention trends also vary significantly by region, influenced by diverse inventory buying strategies. In APAC, for instance, media investments predominantly target in-app inventory, leveraging the region's historically strong video performance. This focus results in above-average attention for ads on mobile apps. Conversely, in LATAM, ad performance is generally lower. Over half of the region’s display ad creatives were small format and purchased programmatically. Without optimization, this can result in lower attention metrics.
“These findings demonstrate that it is not just one factor driving attention – it is the combination of device, environment, message, creative and more, that influence whether consumers pay attention to ads,” said Slotwiner. “That is why measuring and refining campaigns based on all of these factors can help make a real difference in performance.”
The DV Attention Lab™ launched in October of 2022 and supports DV Authentic AttentionⓇ, a performance solution that analyzes over 50 data points on the exposure of a digital ad and consumer’s engagement with a digital ad and device – in real-time. For exposure, DV Authentic AttentionⓇ evaluates an ad’s entire presentation, quantifying its intensity and prominence through metrics that include viewable time, share of screen, video presentation, audibility, and more. For engagement, DV Authentic AttentionⓇ analyzes key user-initiated events that occur while the ad creative is displayed, including user touches, screen orientation, video playback, and audio control interactions.
Click here to download DV’s Quarterly Benchmark Report.
About DoubleVerify
DoubleVerify (“DV”) (NYSE: DV) is a leading software platform for digital media measurement and analytics. Our mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Hundreds of Fortune 500 advertisers employ our unbiased data and analytics to drive campaign quality and effectiveness, and to maximize return on their digital advertising investments – globally. Learn more at www.doubleverify.com
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Media:
Chris Harihar
chris@crenshawcomm.com
Source: DoubleVerify
FAQ
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