DoubleVerify launches global attention benchmark report
Measurement platform DoubleVerify (DV) has published a quarterly benchmark report highlighting attention levels across global regions and industry verticals using the company’s Attention Index.
The benchmarks were produced by a multidisciplinary team consisting of data scientists, product experts and marketing analysts, called DV Attention Lab.
“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.”
The DV Attention Index is based on more than 50 data points calculated in real time, drawn from tens of billions of impressions measured each month. The data is benchmarked against an average score of 100 over a 28-day rolling window. For example, an index of 125 would be 25% better than the benchmark score.
In Q3 the top scoring verticals globally were Media and Sports, Health and Pharma and Education, with respective average attention levels of 117, 113 and 108.
According to DoubleVerify, the attention levels achieved by these industries can be attributed to their tendency to use engaging and exciting visual, live-action content and frequent updates, leading to higher engagement.
DoubleVerify pointed to variances in attention levels between verticals and regions, urging advertisers to contextualize their scores within their “own competitive set”. The Telecom industry, for example, tends to perform at a lower level than average.
Regionally, diverse buying strategies can influence attention trends. In APAC, media investments predominantly target in-app inventory, leveraging the region’s historically strong video performance. This leads to above-average attention levels for ads on mobile apps.
“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,” continued Slotwiner.
“That is why measuring and refining campaigns based on all of these factors can help make a real difference in performance.”
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