DoubleVerify's 8th Annual Global Insights Report Highlights the Rising Importance of Attention Metrics

Rhea-AI Summary

DoubleVerify (DV) has released its 2024 Global Insights Report, emphasizing the growing importance of attention metrics in advertising as traditional cookies become obsolete. The report analyzed over one trillion video and display impressions from January to December 2023, covering various regions and platforms. Key insights include a 47% adoption rate of attention metrics by media buyers, with a significant increase in the use of DV Authentic Attention®.

DV's attention solution evaluates engagement and exposure through over 50 real-time data points without relying on cookies. The report highlights the nuanced impact of these metrics across different media types and platforms, stressing the need for tailored advertising strategies. Additionally, the study addresses the role of AI in media, the rise of Retail Media Networks (RMNs), and responsible media buying's contribution to reducing carbon emissions.

Positive

• 47% adoption rate of attention metrics by media buyers.
• DV Authentic Attention® usage tripled in the past year.
• Analyzed over one trillion video and display impressions across multiple regions and platforms.
• Highlights the role of AI in transforming media and advertising.
• Emphasizes the importance of tailored advertising strategies for different platforms.
• Attention metrics provide deeper insights into engagement and exposure.

Negative

• Potential challenges in integrating attention metrics for media buyers.
• Lower viewability on RMN sites and apps despite higher engagement.
• MFAs may show high viewability but lower engagement, complicating media buying strategies.
• Dependence on real-time data analysis may require substantial technological investments.

Highlighting a 47% adoption rate among media buyers, the report underscores the transformative role of attention metrics in advertising

NEW YORK--(BUSINESS WIRE)-- DoubleVerify ("DV"), the leading software platform for digital media measurement, data, and analytics, today released its 2024 Global Insights Report. This comprehensive analysis draws on more than one trillion video and display impressions delivered across North America, LATAM, EMEA, and APAC, from January to December 2023, including desktop, mobile web, mobile app, and connected TV (CTV). The study also incorporates a global survey conducted by Sapio, polling 1,000 advertisers across these regions.

The report underscores the growing importance of attention-based measurement in advertising, especially as cookies become obsolete and the call for transparent metrics increases. In 2023, advertisers increasingly prioritized attention metrics, with 47% of media buyers planning to integrate these metrics into their strategies in 2024. DV's own attention solution, DV Authentic Attention^®, tripled in adoption over the past year.

DV Authentic Attention^® assesses two primary dimensions of attention: engagement and exposure, analyzing over 50 data points in real-time, without relying on cookies. Exposure metrics consider the ad’s entire presentation, measuring intensity and prominence through viewable time, share of screen, video presentation, and audibility. Engagement metrics track user-initiated interactions with the ad, such as touches, screen orientation, video playback, and audio controls. The DV Attention Index integrates these dimensions, benchmarking performance against a baseline score of 100.

The report provides compelling examples from the Retail Media Network (RMN) and Made for Advertising (MFA) sectors. Despite lower viewability on RMN sites and apps, broader attention metrics reveal a more substantial impact on engagement. Conversely, while MFAs may optimize for high viewability, their attention scores often tell a different story, indicating that understanding engagement requires more nuanced analysis. These examples highlight the importance of attention metrics in understanding the drivers of attention and optimizing media buying strategies.

The report also reveals broad attention trends across various media types and platforms, indicating that factors like device type, ad size, and media environment significantly impact attention levels. This emphasizes the necessity of customizing ads to each platform’s unique characteristics.

Furthermore, the report overall delves into other critical industry topics, including the expansive role of Artificial Intelligence (AI) in transforming media and advertising risks and opportunities, the rapid increase in MFA content, the rise of RMNs with specialized inventory, and how responsible media buying contributes to reducing carbon emissions.

For the full 2024 Global Insights Report, visit: https://doubleverify.com/global-insights-2024-trends-report

About DoubleVerify

DoubleVerify (“DV”) (NYSE: DV) is the industry’s leading media effectiveness platform that leverages AI to drive superior outcomes for global brands. By creating more effective, transparent ad transactions, DV strengthens the digital advertising ecosystem, ensuring a fair value exchange between buyers and sellers of digital media.

View source version on businesswire.com: https://www.businesswire.com/news/home/20240617516824/en/

Press:

Chris Harihar, chris@crenshawcomm.com

Source: DoubleVerify

FAQ

What is the significance of attention metrics in advertising according to DoubleVerify's 2024 report?

Attention metrics are increasingly important as they offer deeper insights into ad engagement and exposure, with a 47% adoption rate among media buyers.

How has the use of DV Authentic Attention® changed in the past year?

The adoption of DV Authentic Attention® has tripled over the past year, reflecting its growing importance in advertising strategies.

What regions and platforms were analyzed in DoubleVerify's 2024 Global Insights Report?

The report analyzed video and display impressions across North America, LATAM, EMEA, and APAC, covering desktop, mobile web, mobile app, and connected TV (CTV).

What are the two primary dimensions of attention assessed by DV Authentic Attention®?

DV Authentic Attention® assesses engagement and exposure, analyzing over 50 real-time data points without relying on cookies.

How do attention metrics impact media buying strategies according to the report?

Attention metrics highlight the importance of customizing ads to each platform's characteristics, optimizing for engagement and exposure to improve media buying strategies.