Attention-grabbing ads are vital to performance, but context is key as consumer concerns about misleading content surge
DoubleVerify a software platform for digital media measurement, data, and analytics, today released its 2022 ‘Four Fundamental Shifts in Advertising and Media’ report.
In Australia, the report found that the cost of living concerns is driving “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 as 68% of Australian respondents reported they were more likely to pay attention to an ad if it’s relevant to the content they are- such as reviews or gift ideas.
Trust and shared values foster loyalty, but consumers are quick to judge as 60% of Australian respondents are even less likely to purchase/use a brand again if they see it advertised besides miss or disinformation.
DoubleVerify country manager, AUNZ, Imran Masood said: “The study sheds light on the extensive impact and influences macro social and economic trends have had on Australian consumers as digital content consumption habits and preferences post-pandemic, particularly in the face of rising economic uncertainty. Brands must respond to these changes to ensure they continue to reach the right audience and drive optimal returns on digital advertising spending.
“The Australian data from the research 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 also a key consideration for most Australians, and important factor advertisers will need to evaluate closely in their ad strategies to safeguard their reputation and consumer trust as consumer concerns about miss and disinformation surge.”
Consumer appetite for content continues to soar – led by CTV, streaming, and social
In Australia, 52% of respondents report they are spending more time each day consuming content now than they did pre-pandemic (55% globally). Inflation is a key driver here with more than half (53%) of Australian respondents – higher than the global average of 45% – noting the reason they are spending more time-consuming digital content is that they are staying at home due to the rising cost of living.
CTV (Connected TV) and streaming services have clear momentum, with 46% of Australians having subscribed to additional services in the past 12 months.
Meanwhile, 22% of Australians 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 Australian respondents (50%) open to ad-supported video streaming apps if it cuts prices (less than the global average of 59%).
Brands must address attention fragmentation – or risk losing consumers
Survey respondents reported that they believe they see between 1 and 50 ads per other estimates suggesting the true figure is around 4,000.
Where an ad appears determines its impact, according to Australian respondents. 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 Australians (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 to make an impact
Online shopping continues to grow with almost half (49%) of Australian 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’re looking at – like reviews or gift ideas – the importance of contextually relevant ad placements grows clearer.
Brand values are key as consumers reward action against inflammatory content, miss and disinformation
Likely exacerbated by polarised news and opinions, most Australian respondents (65%) are concerned that levels of miss 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.
Australian respondents believe to a moderate or great extent that miss and disinformation are created by conspiracy theorists (63%), followed by foreign political groups/lobbyists (60%) and influencers (58%).
Consumers see several parties holding responsibility for tackling miss and disinformation. Two thirds (66%) state this responsibility lies moderately or completely with the government. This is closely followed by social platform owners (64%) and publishers (64%). And while fewer see the responsibility as lying moderately or completely with brands, it is still a significant number (57%).
Brand action on miss and disinformation will be rewarded with trust from consumers. Most Australian respondents (70%) value brands that actively fight against miss and disinformation and the same number (70%) state that companies that are genuine and authentic appeal to them.
Two years on from the platform’s original report, this expanded edition – analysed insights from over 16,600 global consumers in 18 countries, including 1000 in Australia.
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topics
attention fragmentation
attention study
Consumer appetite for content
CTV
DoubleVerify
Four Fundamental Shifts in Advertising and Media
Imran Masood
social
streaming
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