DoubleVerify launches Attention Benchmark Report
December 19, 2023
DoubleVerify, a 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 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 contextualise their ad campaign performance, and implement stronger optimisation 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 per cent 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 utilise 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.
DV says it is important for advertisers to be able to compare their campaign attention levels within their own competitive set to better contextualise their performance. For example, a Telecom campaign with an attention index of 85 would still be outperforming the Telecom industry average by 13 per cent, 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 optimisation, 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.”