SINGAPORE – December 20, 2023 – In a significant advancement for digital advertising analytics, DoubleVerify (“DV”) (NYSE: DV), a pioneer in digital media measurement, data, and analytics, has released a comprehensive quarterly benchmark report. This pivotal document delineates global media quality and performance data, spotlighting attention levels across various regions and industry verticals through the innovative DV Attention Index. Notably, Media & Sports, Health & Pharma, and Education emerged as the top three verticals capturing viewer attention, while Travel, Financial Services, and Telecom trailed behind.
The genesis of these global attention benchmarks is the DV Attention Lab™, a collaborative hub of data scientists, product experts, and marketing analysts. This team is dedicated to furnishing advertisers with sophisticated, attention-based insights and actionable recommendations to amplify campaign performance.
Daniel Slotwiner, Senior Vice President of Attention at DoubleVerify, shared his insights on the latest findings. “Our latest findings from the DV Attention Lab™ highlight the dynamic landscape of attention across various industries and regions. These insights are critical in helping brands better contextualize their ad campaign performance and implement stronger optimization strategies,” he remarked, emphasizing the transformative potential of these metrics.
The DV Attention Index, a cornerstone of this report, is derived from over 50 real-time data points and tens of billions of impressions measured monthly. Benchmarked against an average score of 100 over a 28-day rolling window, an index of 125 signifies a 25% superior performance compared to the benchmark.
The report elucidates the disparity in average performance across industries, attributing it to diverse media strategies and tactics. For instance, Q3 data revealed that industries like Media & Sports, Health & Pharma, and Education, with average attention levels of 117, 113, and 108 respectively, excel by leveraging engaging and timely content.
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Understanding the competitive landscape is crucial for advertisers. For example, a Telecom campaign with an attention index of 85, despite being below the DV-wide average, still outperforms the Telecom industry average by 13%. Such nuanced insights are invaluable for advertisers aiming to contextualize and enhance their campaign performance.
Regional attention trends also exhibit significant variation, influenced by diverse inventory buying strategies. In APAC, the focus on in-app inventory, capitalizing on the region’s robust video performance, yields above-average attention for mobile app ads. Conversely, LATAM’s performance generally lags, with over half of the region’s display ad creatives being small format and purchased programmatically, often leading to lower attention metrics.
Slotwiner further elucidated, “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. 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 2022, underpins DV Authentic AttentionⓇ, a cutting-edge performance solution that analyzes over 50 data points on the exposure and engagement of a digital ad in real-time. For exposure, DV Authentic AttentionⓇ evaluates an ad’s entire presentation, quantifying its intensity and prominence through metrics like viewable time and share of screen. For engagement, it scrutinizes user-initiated events occurring while the ad is displayed, including touches, screen orientation, and audio control interactions.
As DoubleVerify continues to pioneer the field of digital ad performance measurement, its latest report offers advertisers a beacon for navigating the complex terrain of digital engagement and effectiveness. Stay tuned to Marketing In Asia for more exclusive insights and trends from the forefront of the marketing and media landscape.
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
