DoubleVerify: Reigning Supreme in the Battle for Attention Metrics
Let's make this clear: traditional identifiers are fading away and consumers are scattered across various channels. Attention metrics have emerged as the new gold standard. Enter DoubleVerify, a trailblazing force that is redefining the way advertisers measure and optimize their campaigns through attention metrics.
Competition for consumer attention has never been fiercer, the reign of viewability as the primary metric is rapidly waning. Made for Advertising Sites have shown "viewabiltiy" can be easily scammed, and easily fooled. Advertisers and marketers are now shifting their focus towards a more sophisticated and insightful measurement: attention metrics. These
metrics, often referred to as the "next-gen KPIs," provide a deeper understanding of consumer engagement and interaction with advertisements, transcending the limitations of mere viewability. Will Margaritis, Senior Vice President of Global Commerce Solutions at agency Reprise Commerce, aptly describes attention metrics as the "next-gen KPIs." In an era where every second of consumer attention is precious, these metrics provide
a means to ascertain whether ads are making a meaningful impact within the top echelons of engagement—approximately the top 10% to 15%. This critical insight enables advertisers to fine-tune their strategies, optimize campaigns, and effectively measure the impact of their efforts. The underpinnings of attention metrics are rooted in two primary sources of data: biometric information gathered through eye-tracking technology, and
performance-level data encompassing screen real estate, interaction rates, completion rates, and more. The integration of these multifaceted data streams enables a holistic understanding of how consumers engage with advertisements. While the idea of employing eye-tracking technology to gather biometric data may raise concerns about privacy and ethics, companies like DoubleVerify have taken a cautious approach. The data
collected through these means is primarily aggregated from consumer panels who have willingly opted into the process, ensuring that consumer privacy remains a top priority. Given the ubiquity of smartphones and mobile devices, these platforms emerge as ideal mediums for the prioritization of attention metrics. According to data from Extreme Reach and Insider Intelligence, mobile devices accounted for a staggering 39% of global
video ad impressions in the second quarter of 2022. As consumers increasingly rely on their smartphones for media consumption, understanding how attention metrics play out in this context becomes paramount. Interestingly, the dynamics of attention also vary across age groups. Research by Reprise Commerce indicates that older individuals tend to have longer attention spans. This does not necessarily translate to higher
engagement levels; rather, it reflects the fact that attention becomes more finely attuned as individuals age. As advertisers grapple with the challenges posed by the fragmentation of media consumption across channels and devices, attention metrics emerge as a beacon of clarity. A survey by the Interactive Advertising Bureau found that 36% of buy-side advertising decision-makers are focusing more on attention metrics, signaling
a significant shift in the industry's priorities. Britt Cushing, Head of Communications Planning at Omnicom's OMD USA, underscores the importance of attention metrics as a leading indicator of business outcomes in a recent BeetTV Interview. These metrics pave the way for a deeper understanding of brand impact, purchase intent, consideration, and more, particularly in the upper and mid-funnel stages of the customer
journey. DoubleVerify emerges as a trailblazer in the realm of attention metrics. This industry leader has been at the forefront of redefining how attention is measured, optimized, and translated into tangible results. DoubleVerify's acquisition of AI-focused ad tech startup Scibids for $125 million underscores its commitment to innovation and
advancement in this space. Scibids specializes in dynamically adjusting bids for every impression based on advertisers' KPIs, using a data-driven approach to optimize campaigns. This acquisition propels DoubleVerify beyond traditional measurement, empowering it to actively engage in media activation and campaign optimization. Scibids' technology operates by pulling information through APIs from demand-side platforms,
incorporating first-party data, media cost, and attention data from DoubleVerify. This synergy enhances the granularity and applicability of data for customers, providing a refined understanding of domains, devices, geolocations, and more. Mark Zagorski, CEO of DoubleVerify, has emphasized the transformative power of Scibids' technology, taking data to an entirely new level of granularity and applicability. The partnership
introduces a more fluid and nuanced approach to campaign optimization, reflecting the dynamic nature of attention metrics in a rapidly changing advertising landscape. This confluence of attention metrics and AI-powered decisioning paves the way for enhanced campaign optimization. The DV Algorithmic Optimizer, born from the collaboration between DoubleVerify and Scibids, capitalizes on attention metrics to craft refined segments
for media activation, identify high-attention inventory, and optimize campaigns. This tool is a testament to the efficacy of attention metrics in guiding sophisticated AI algorithms for superior outcomes. The impact of attention metrics is not confined to traditional digital advertising channels. DoubleVerify's partnership with TVision underscores the commitment to advancing attention measurement in connected TV environments.
By integrating TVision's viewer presence and eyes-on-screen attention signals with DoubleVerify's ad exposure and user-engagement data, the partnership sets a new standard for assessing the true impact of CTV advertising. In an advertising landscape characterized by uncertainty, evolving standards, and a proliferation of channels, attention metrics have emerged as a beacon of clarity. As the competition for consumer attention
intensifies, DoubleVerify stands as the vanguard of this revolution, combining attention metrics with cutting-edge AI technology to redefine how campaigns are measured, optimized, and activated. As the advertising industry continues to evolve, attention metrics and innovations driven by pioneers like DoubleVerify will remain instrumental in delivering superior outcomes for brands across the globe. In this dynamic journey, the
battle for attention metrics is far from over, and DoubleVerify is poised to maintain its reign as the King of Attention Metrics. |
All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
Adnami Expands European Reach: Adnami, the high impact ad specialist, boldly steps into the Norwegian market by appointing Hege Lorvik as Norwegian Commercial Director. This strategic move is part of the company's wider European expansion, including key hires like Paul Dimmock and
Morten Buus Dahl. With their platform delivering attention-grabbing ad experiences, Adnami aims to capture the attention of advertisers across the continent. 🌍🚀📈
Twitter and Threads locked horns in a virtual showdown, with Threads, the "text-first" contender, throwing shade at Instagram's reign. Examining 30 brand battles, Threads emerged as the ringmaster with sassy likes and engagement rates, leaving Twitter slightly tweetless. A
month later, Threads maintained its mojo, luring in followers like a trendsetting pied piper, while engagement hit a minor snafu. Will Twitter twinkle again or will Threads' textual triumph reign supreme? 🐦🧵💥
👵🍲 Google's Recipe for Success: Turns out, Google agrees with Italian grandmas – old hens (content) make tasty broth (SEO rankings)! 🐔🥣 But wait, the plot thickens with a sprinkle of surprise: Google's new "From publishers
you follow" section on Search could turn follower counts into SERP superstardom! 📜🔍 And psst, if you're in the healthcare and medicines game, Google's cooking up Ads updates for October 2023 – time to prep your digital pantry! 📢💉👥🍁
💼 Advertising Alarm at FTC Proposal: The Federal Trade Commission's proposal to make online health services and app developers notify users about unauthorized health data disclosures is ruffling feathers in
the advertising world. The Association of National Advertisers asserts that this move could spell trouble for advertising as it might hamper access to online messaging, including health-related product ads. The proposal, evolving from the "Health Breach Notification Rule," could potentially demand opt-in consent for sharing health data in ads, potentially causing ad campaigns to lay an egg. 🥚🚫📢
📺💰 Telco Bundles Dominate Streaming:
Telco companies are changing the streaming game, with a whopping 20% of global streaming video subscriptions now being sold through bundling partnerships. According to an Omdia report, this "super bundling" phenomenon is projected to grow even stronger, potentially accounting for 25% of global streaming subscriptions by 2025 and nearly 50% in regions like Latin America. The partnership dance could yield a global revenue of $24.8 billion this year and $42.8 billion in 2027, making telcos
and streaming platforms the ultimate power couple. 💑📈📡
📊📈 Ad Market: So Soft or Not? 🤔 The eternal ad market question gets a clearer answer as evidence accumulates: despite a timid start, the ad market seems to be on the rise. Investment bank William Blair's survey shows "soft" conditions with a potential rebound. Macquarie's analysts point to a "positive" underlying tone, and agency media buying is robust. Holding companies'
performances vary, with Publicis soaring 7.1%, IPG dipping 2%, and Omnicom balancing at 3.4% growth. Big Tech giants Google and Meta report strong Q2 earnings, hinting at advertiser confidence. Major players like Kraft Heinz and Nestlé are increasing ad spends too. Amidst inflation's effects, the consensus emerges: the ad market is "normal," with steady growth anticipated. 📊🚀📉
🐦📞 From Twitter to X: Customer Service Evolution? 🐦📞
Experts speculate whether the rebranded "X" will alter customer service dynamics on the platform. Social media revolutionized direct brand-audience engagement, and despite the name change, most experts are skeptical that the platform's essence will shift. As tweeting departs from our vocabulary, the interaction landscape might evolve, but the X-factor of instant engagement likely remains intact. 💬📊👥
🍪💡 Ad Tech's Cookie Conundrum:
Google's rocky road towards a cookieless advertising world takes another twist, with ad tech vendors showing reluctance to embrace the Privacy Sandbox, Google's proposed alternative. The industry's biggest players are hesitating, citing concerns about the effectiveness and bias of the cookie replacements and the dominance of Google's machine learning. While Google's machine-learning ad products shine in tests, critics worry this cements Google's control over targeting and measurement. Regulatory
bodies, like the U.K.'s CMA, are taking note of these concerns as the ad industry grapples with a complex and ongoing shift. 🍪🔄🔍
📊💰 Ad Tech Titans Transitioning: Post-pandemic ad tech leaders DoubleVerify and Integral Ad Science (IAS) are navigating shifting trends, marked by their latest quarterly earnings announcements. Both companies appear to be moving from
their verification origins toward media activation, reflecting the diminishing influence of third-party cookies and identifiers. DoubleVerify's Q2 revenue reached $133.7 million, with a strong focus on media activation, accounting for over 55% of its advertisers-generated revenue, and its intention to acquire AI-specialist Scibids. IAS reported Q2 revenue of $113.7 million, also emphasizing media activation and its partnership with Lumen Research for attention metrics. However, the transition
raises questions about potential conflicts of interest as ad tech companies venture into both media activation and measurement roles. 📊💰🔄
🛍️ Back-to-School Marketing Strategies: As the back-to-school season gains momentum, brands are working to engage Gen Z shoppers by tapping into nostalgia and value-driven messaging. American Eagle, for instance, has launched a
'90s-inspired clothing collection created in collaboration with Gen Z sister duo Maddie and Kenzie Ziegler, incorporating elements from fashion icons of the past. Other brands like Amazon are focusing on "spend less" messaging, aiming to resonate with price-conscious parents facing macroeconomic challenges. Although the back-to-school spending outlook may seem dampened due to budget constraints, brands are adapting their marketing strategies to capture consumer attention and align with changing
shopping behaviors, especially within the Gen Z demographic. 🛍️👕🎒
Nextdoor's neighborhood-focused social network is harnessing generative AI to boost engagement and revenue growth. Despite a minor dip in weekly active users, Nextdoor saw a 4% rise in Q2 revenue, attributing increased session growth to AI investments. Its AI-driven "Assistant," powered by OpenAI's
ChatGPT, aids users in business recommendations and post ideas, driving engagement. Nextdoor aims to further leverage AI for smarter ads, utilizing user-generated content insights for enhanced targeting and relevance. The platform's recent enhancements include an upgraded ads manager, contextual advertising partnerships, and out-of-home ad offerings, streamlining targeting and delivery. While generative AI holds promise for advertisers, privacy concerns loom in the evolving
landscape.
Despite widespread pullbacks in discretionary spending by U.S. consumers, both Columbia Sportswear and The North Face report healthy global sales increases. VF Corp., The North Face's owner, faces bigger issues as its Vans division and workwear sales decline. VF's revenue dropped 8% to
$2.1 billion in Q1, with losses growing to $57.4 million. The North Face saw sales rise 12%, while Vans revenues dropped 22%, Timberland declined 6%, and Dickie's workwear fell 20%. Analysts predict continued growth for The North Face due to product innovations and brand extensions, while Timberland and Dickies face challenges. Columbia Sportswear's net sales climbed 7% to $620.9 million in Q2, demonstrating strong interest in outdoor activities. |
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