DoubleVerify has launched a first-of-its-kind global benchmark report which aims to highlight the top-performing verticals for attention and engagement.
The Attention Index is the first quarterly benchmark report from the digital measurement company and includes global media quality and performance data.
The report aims to demystify the emerging area of attention metrics and help brands to “better contextualise their ad campaign performance and implement stronger optimisation strategies,” said Daniel Slotwiner, senior vice president of attention of DoubleVerify.
The first Attention Index revealed Media & Sports, Health & Pharma, and Education were the top three performing verticals, with the average attention levels being 117, 113, and 108, respectively.
DV’s Attention Index is based on 50+ data points calculated in real-time using tens of billions of impressions measured per month – benchmarked against an average score of 100 over a 28-day rolling window. An index of 125, for example, indicates the performance of that index is 25% better than the benchmark score, according to the report.
The report said the use of exciting visuals, live-action content, and updates about ongoing or upcoming events in ad campaigns for Media & Sports led to higher engagement.
The platform’s benchmark aims to highlight the difference in average performance across industries and provide insights into how brands can effectively capture viewer attention and engagement.
Data from Q3 also revealed the bottom three performers were Travel, Financial Services, and Telecom.
The benchmark report also noted advertisers should compare their campaign attention levels within their own competitive set to better contextualise their performance.
Attention trends in the report also varied by region and were influenced by diverse inventory buying strategies.
Media investments in APAC predominantly target in-app inventory, leveraging the region’s historically strong video performance, resulting in above-average attention for ads on mobile apps.
Whereas in the LATAM market, ad performance is generally lower with more than half of the region’s display ad creatives small format and purchased programmatically resulting in lower attention metrics without optimisation, according to the report.
Slotwiner said the findings demonstrate the factors that drive attention are a combination of devices, environment, message and creative which influence whether consumers pay attention to ads.
“That is why measuring and refining campaigns based on all of these factors can help make a real difference in performance,” he added.
The system evaluates an ad’s entire presentation, quantifying its intensity and prominence through metrics that include viewable time, share of screen, video presentation, audibility, and more. It also analyses key user-initiated events that occur while the ad creative is displayed, including user touches, screen orientation, video playback, and audio control interactions.
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Top image: Daniel Slotwiner