Attention grabbing is key as consumers see 4,000 ads a day, DV says

Attention-grabbing ads are key to marketing performance, according to digital media data and analytics platform, DoubleVerify (DV).

These finding were part the firm’s 2022 ‘Four Fundamental Shifts in Advertising and Media’ report which analysed the relationships between consumers, digital content, and advertising.

DV claims that tapping into the attention span of consumers will fuel media efficacy, as two-thirds (66%) of study respondents claimed that an ad that captures their interest in the first five seconds will make them more likely to pay attention.

While survey respondents reported that they believe they see between 1 and 50 ads per day, the data company estimates that the true average figure is at least 4,000.

DV proclaims that according to consumers “where an ad appears determines its impact”.

YouTube dominates as the number one platform for securing the attention of respondents quickly followed by social media platforms Facebook (39%) and Instagram (28%).

Newer platforms are also said to consistently attract consumer time and engagement. TikTok is rapidly growing according to DV as 43% of 18 to 24 year olds have stated that they plan on spending more time on the app over the next 12 months.

Timing is considered ‘essential’ with two thirds (66%) stating that they are more likely to pay attention if an ad captures their interest in the first five seconds.

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Among these findings, the data and analytics firm also found that consumer appetite for content continues to soar, online shopping figures are rising and that brand values are also key in winning over consumers.

While 55% of consumers are now spending more time consuming content daily than they did pre-pandemic, 54% are also buying more products online compared to before Covid 19.

Consumers are also reportedly concerned about the spread of misinformation, as 61% are now even less likely to purchase and use a brand again if they see it advertised beside misinformation. The majority of survey respondents (82%) have said that they have been exposed to misinformation on social media.

“This study highlights that consumer consumption habits are evolving in response to macro social and economic trends—from intensifying concerns about inflammatory or polarising content, to a continued shift in the platforms and channels consumers are turning to for content consumption,” DoubleVerify CEO Mark Zagorski said.

“Brands must react to these changing habits to ensure they reach the right audiences as efficiently as possible and maximise their digital investments.

“As our research shows, with digital content consumption rising, there’s a clear opportunity to garner consumer attention and power campaign performance. To unlock this opportunity, brands must evolve their ad strategies—meeting their audiences where they consume content and focusing on contextually relevant, attention-grabbing ad placements that also safeguard their brand reputations.”