DoubleVerify Launches New Attention Lab to Help Advertisers Maximize Campaign Performance

Rhea-AI Summary

DoubleVerify (NYSE: DV) has launched the DV Attention Lab™, aimed at assisting advertisers in optimizing campaign performance through comprehensive attention data on ad engagement and exposure. The lab, staffed by a multidisciplinary team, leverages the DV Authentic Attention® technology to provide advertisers with essential insights and recommendations. DV also introduced the DV Authentic Attention® Snapshot, offering valuable attention metrics at no extra cost. A recent collaboration with Mondelez International showed that high-exposure impressions significantly boosted brand favorability and purchase intent.

Positive

• Launch of DV Attention Lab™ to enhance advertisers' campaign performance.
• Introduction of DV Authentic Attention® Snapshot, providing attention metrics at no cost.
• Demonstrated success with Mondelez, showing improved brand favorability and purchase intent through high-exposure impressions.

Negative

• None.

DV’s dedicated team will help marketers unlock actionable, privacy-friendly ‘attention data’ to maximize campaign effectiveness and drive outcomes

NEW YORK--(BUSINESS WIRE)-- DoubleVerify (“DV”) (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today announced the launch of the new DV Attention Lab™ to help advertisers optimize campaign performance using in-depth “attention data” on ad engagement and ad exposure.

The newly-formed, one-of-its-kind DV Attention Lab™ features a multidisciplinary team consisting of data scientists, product experts, and marketing analysts – leveraging an industry-leading technology platform and attention dataset. With a core group of more than 20 employees globally, the Lab will focus on providing advertisers with sophisticated, attention-based insights and recommendations on campaign performance, powered by DV Authentic Attention^Ⓡ, and covering industry benchmark reports, best practice guides, illustrative case studies, and more.

“As advertisers grapple with economic uncertainty, the need to understand and maximize advertising performance is more important than ever,” said Mark Zagorski, CEO of DoubleVerify. “Traditional KPIs such as viewability and clicks are not effective at identifying whether an ad is making an impact on the end viewer, and disruption from regulatory shifts to cookie deprecation is hindering how brands can use existing tools. With that in mind, we are confident that privacy-friendly attention metrics will become the industry’s new performance currency. We are excited to launch the DV Attention Lab™ to help advertisers navigate today’s digital landscape.”

DV recently released the DV Authentic Attention^Ⓡ Snapshot, a comprehensive and holistic overview of high-level attention measurement – available to all DV advertisers at no additional cost. This feature helps DV clients achieve greater campaign performance against the current macroeconomic backdrop. Delivered weekly, the Snapshot provides unparalleled attention-based data at scale, with easily digestible insights to identify top and bottom media performers, benchmark an advertiser’s performance in a specific industry, and more.

DV Authentic Attention^Ⓡ is 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.

Mondelez International, one of the world's largest snacks companies, used DV Authentic Attention^Ⓡ to evaluate and optimize the performance of a cross-platform display campaign for a popular snack brand. In doing so, DV was able to highlight the value of “high-exposure” impressions on the campaign — correlated with a 9 percentage point increase in brand favorability, an 8 point lift in consideration overall, and a 5 point rise in purchase intent among the brand’s primary target audience. The DV Attention Lab™ will be responsible for bringing such findings to the industry, illustrating how global brands and agencies can effectively employ DV Authentic Attention^Ⓡ to maximize media performance.

“As a longtime DV partner, we have been impressed by DV’s ability to provide sophisticated, attention-based analyses of media performance,” said Jennifer Brain-Mennes, Director of Global Media Strategy & Planning, Americas CX Lead of Mondelez. “We are excited to see them launch the Attention Lab and support the industry as attention-based measurement and targeting becomes even more critical. Now more than ever, advertisers need actionable insights to drive campaign optimization and deliver outcomes.”

To learn more about DV’s new division, contact Sales@doubleverify.com.

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.

View source version on businesswire.com: https://www.businesswire.com/news/home/20221005005154/en/

Media:

Chris Harihar

Chris@crenshawcomm.com

Source: DoubleVerify

FAQ

What is the DV Attention Lab™ launched by DoubleVerify?

The DV Attention Lab™ is a new division by DoubleVerify focused on optimizing advertising campaign performance using attention data on ad engagement and exposure.

How does DV Authentic Attention® work for advertisers?

DV Authentic Attention® analyzes over 50 data points on ad exposure and consumer engagement to provide detailed insights into campaign performance in real-time.

What metrics does DV Authentic Attention® Snapshot offer to advertisers?

The DV Authentic Attention® Snapshot provides weekly attention-based data, including performance benchmarks and insights into media effectiveness.

How did Mondelez International benefit from using DV services?

Mondelez International experienced a 9 percentage point increase in brand favorability and an 8 point lift in consideration after utilizing DV Authentic Attention® for their campaign.

When was the DV Attention Lab™ launched?

The DV Attention Lab™ was announced on October 5, 2022.