DV study underscores that Attention-grabbing ads are key to performance, but context is key — consumer concerns about inflammatory or misleading content surge

DoubleVerify , a leading software platform for digital media measurement, data and analytics, releases its 2022 ‘Four Fundamental Shifts in Advertising and Media’ report. Two years on from DV’s original report, this expanded edition analyzes insights from over 16,600 global consumers in 18 countries. At a time of significant macroeconomic change, these findings reveal the dynamic relationships between consumers, digital content, and advertising—arming stakeholders with the insights they need to make well-informed strategic decisions. Key takeaways include:

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• Cost of living concerns drive “stay at home” content consumption—particularly on CTV and social media—with most (55%) consumers now spending more time consuming content daily than they did pre-pandemic.
• Attention fuels media efficacy—two thirds (66%) of respondents claimed an ad that captures their interest in the first five seconds will make them more likely to pay attention.
• Online shopping surges and is bolstered by a contextual approach—54% of respondents report buying more items online now than pre-pandemic, while 67% are more likely to pay attention to an ad if it’s relevant to the content they’re viewing—such as reviews or gift ideas.
• Trust and shared values foster loyalty, but consumers are quick to judge—consumers are concerned about the spread of mis- and disinformation, and it shows—61% are even less likely to purchase/use a brand again if they see it advertised beside mis- or disinformation.

“This study highlights that consumer consumption habits are evolving in response to macro social and economic trends—from intensifying concerns about inflammatory or polarizing content, to a continued shift in the platforms and channels consumers are turning to for content consumption”

“This study highlights that consumer consumption habits are evolving in response to macro social and economic trends—from intensifying concerns about inflammatory or polarizing content, to a continued shift in the platforms and channels consumers are turning to for content consumption,” said Mark Zagorski, CEO of DoubleVerify. “Brands must react to these changing habits to ensure they reach the right audiences as efficiently as possible and maximize their digital investments. As our research shows, with digital content consumption rising, there’s a clear opportunity to garner consumer attention and power campaign performance. To unlock this opportunity, brands must evolve their ad strategies—meeting their audiences where they consume content and focusing on contextually relevant, attention-grabbing ad placements that also safeguard their brand reputations.”