DoubleVerify (DV) yesterday released its first-ever global attention benchmark report, providing marketers with insights into how effectively ads capture viewer attention across different industries and regions.
The report, based on DV's Attention Index, which measures the quality of ad exposure and engagement, reveals that Media & Sports, Health & Pharma, and Education are the top-performing industries in terms of attention levels, with average scores of 117, 113, and 108, respectively. These industries tend to utilize engaging and timely content that resonates with their target audiences.
In contrast, Travel, Financial Services, and Telecom were found to be the bottom three performers in terms of attention levels, with average scores of 92, 79, and 75, respectively. These industries may need to re-evaluate their ad strategies to improve their ability to capture viewer attention.
The report also highlights significant variations in attention trends across different regions. APAC, where in-app inventory is the primary focus, exhibits above-average attention for mobile app ads. Conversely, LATAM, where display ad creatives are predominantly small format and purchased programmatically, generally experiences lower attention levels.
"Our latest findings from the DV Attention Lab™ demonstrate that it is not just one factor driving attention," said Daniel Slotwiner, Senior Vice President of Attention, DoubleVerify. "It is the combination of device, environment, message, creative, and more that influence whether consumers pay attention to ads."
By analyzing over 50 data points, DV Authentic AttentionⓇ provides advertisers with a comprehensive understanding of how consumers interact with their ads, enabling them to refine their strategies and optimize campaign performance.