DoubleVerify has launched DV Attention Lab to offer advertisers attention-based insights and recommendations on campaign performance.
The DV Attention Lab comprises a core team of 20 data scientists, product experts, and marketing analysts globally, who will leverage DV Authentic Attention to provide industry benchmark reports, best practice guides, and case studies on ad engagement and exposure.
DV Authentic Attention analyses more than 50 data points on the experience with a digital ad and device in real-time, including viewable time, share of screen, video presentation, audibility, user touches, screen orientation, video playback, and audio control interactions.
Global snack brand Mondelez International used this tool to evaluate and optimise a cross-platform display campaign. The feature highlighted the value of “high-exposure” impressions, which then correlated a 9 percentage point increase in brand favourability, 8 percentage point lift in consideration, and 5 percentage point rise in purchase intent among the primary target audience.
Nick Reid, SVP & managing director EMEA at DoubleVerify said: “Today, an average person sees between 6,000 and 10,000 ads a day. Due to this over exposure and not always delivering truly relevant and personalised experiences to consumers, we have created a scarcity of attention when it comes to ads. It’s therefore never been more important for brands to take note by effectively measuring the impact of their campaigns.”
Mark Zagorski, CEO of DoubleVerify, added the company was confident that privacy-friendly attention metrics will become “the industry’s new performance currency” as traditional KPIs like viewability and clicks were not effective at identifying whether an ad is making an impact on the end viewer, while regulatory shifts and cookie deprecation has been hindering how brands can use existing tools.
