Attention-grabbing ads are key to performance but context is critical

Imran Masood, Country Manager ANZ at DoubleVerify

DoubleVerify (NYSE: DV), a 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 – analysing insights from over 16,600 global consumers in 18 countries, including 500+ in Australia – reveals.

What were the findings of DoubleVerify’s survey?

Key Australian Insights:

  • Cost of living concerns drive “stay at home” content consumption – particularly on CTV and social media – with most (52%) Australian respondents reporting they spend more time consuming content daily than they did pre-pandemic.
  • Attention fuels media efficacy with over two thirds (69%) of Australian respondents claiming 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 – 68% of Australian respondents reported they were more likely to pay attention to an ad if it’€™s relevant to the content they a€™re viewing – such as reviews or gift ideas.
  • Trust and shared values foster loyalty, but consumers are quick to judge – 60% of Australian respondents are even less likely to purchase/use a brand again if they see it advertised beside mis- or disinformation.

Consumer appetite for content continues to soar

In Australia, 52% report they are spending more time each day consuming content than they did pre-pandemic (55% globally). Inflation is a key driver here with over half (53%) – higher than the global average of 45% – noting the reason they are spending more time consuming digital content is because they are staying at home due to the rising cost of living.

CTV (Connected TV) and streaming services have clear momentum, with 46% of Australian respondents having subscribed to additional services in the past 12 months. Meanwhile, 22% of Australian respondents expect to spend more time on social media in the year ahead.

With costs under consumer scrutiny and digital content consumption rising, ad-supported content represents a growing opportunity for advertisers, with half of all Aussies (50%) open to ad-supported video streaming apps if it cuts prices (less than the global average of 59%).

Brands must address attention fragmentation

Respondents reported that they believe they see between 1 and 50 ads per day other estimates suggest the true figure is 4,000. Where an ad appears determines its impact, according to Aussies. Facebook ranks as the number one proprietary platform for securing the attention of respondents (38%), followed by YouTube (35%) and Instagram (21%).

By ranking YouTube number two, Australia bucks the global trend; YouTube dominated as the number one globally (47%) in 15 of the 18 countries surveyed, followed by Facebook (39%) and Instagram (28%). Timing is essential with over two thirds of Aussies (69%) stating that they are more likely to pay attention if an ad catches their interest in the first five seconds.

Shopping digital maturity presents a new opportunity for brands

Online shopping continues to grow with almost half (49%) of respondents reporting buying more items online now than they did pre-pandemic, a little behind the global average of 54%. Pre-purchase habits are also evolving in Australia with nearly half (47%) highlighting they use digital content to inform planned purchases more often than they did before the pandemic. 

With two thirds (68%) of Australian respondents saying they are more likely to pay attention to an ad if it’€™s relevant to the content they a€™re looking at – like reviews or gift ideas – the importance of contextually relevant ad placements grows clearer. 

Consumers reward action against inflammatory content

Likely exacerbated by polarised news, the majority of Australian respondents (65%) are concerned that levels of mis- and disinformation are increasing – and brands need to be conscious of ad adjacency. In fact, 60% would be less likely to purchase/use the brand again if they saw it advertised next to content that they determined to be mis- or disinformation. 

Aussies believe to a moderate or great extent that disinformation is created by conspiracy theorists (63%), followed by foreign political groups/lobbyists (60%) and influencers (58%). 

Consumers see several parties holding responsibility for tackling mis- and disinformation. Two thirds (66%) state this responsibility lies €˜moderately or €˜completely with the govt. This is closely followed by social platform owners (64%) and publishers (64%). While fewer see the responsibility as lying or completely with brands, it is still a significant number (57%). 

Brand action on mis- and disinformation will be rewarded with trust from consumers. The majority of respondents (70%) value brands that actively fight against disinformation and the same number (70%) state that companies that are genuine and authentic appeal to them. 

What are the thoughts of DoubleVerify on the survey?

Imran Masood, Country Manager ANZ at DoubleVerify said, “The study sheds light on the impact and influence macro social and economic trends have had on Australian consumers€™ digital content consumption habits and preferences post-pandemic, particularly in the face of rising economic uncertainty. Brands must respond to these changes in order to ensure they continue to reach the right audience and drive optimal return on digital advertising spend.”

“The data shows a real opportunity to grab consumer attention and maximise campaign performance if brands focus on targeted, contextually relevant, and brand-safe ad placements. Brand values are a key consideration for the majority of Aussies, and a vital factor advertisers will need to evaluate closely in their ad strategies to safeguard their reputation and consumer trust as consumer concerns about mis- and disinformation surge.”

For the full 2022 Four Fundamental Shifts in Advertising and Media report, visit website.