DoubleVerify Launches First-of-its-Kind Global Attention Benchmark Report
December 19 2023 - 9:00AM
Business Wire
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.
DoubleVerify (“DV”) (NYSE: DV), a leading software platform for
digital media measurement, data and analytics, has published a
quarterly benchmark report that includes global media quality and
performance data. The report highlights attention levels across
global regions and industry verticals using DV’s Attention Index,
which offers rich insights into how effectively ads capture viewer
attention and engagement. Of note, the top three performing
verticals in attention were Media & Sports, Health &
Pharma, and Education, while the bottom three performers included
Travel, Financial Services, and Telecom.
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 25% better than
the benchmark score.
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 13%, despite being lower than the
DV-wide average.
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
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