Singapore – Digital media measurement company DoubleVerify has announced the launch of its new DV Attention Lab™, which aims to help advertisers optimise campaign performance using in-depth ‘attention data’ on ad engagement and ad exposure.
The newly-formed DV Attention Lab™ features a multidisciplinary team consisting of data scientists, product experts, and marketing analysts – leveraging an industry-leading technology platform and attention dataset. It will focus on providing advertisers with sophisticated, attention-based insights and recommendations on campaign performance, powered by DV Authentic AttentionⓇ, a performance solution that analyses over 50 data points on the exposure of a digital ad and consumer’s engagement with a digital ad and device – in real-time, and covering industry benchmark reports, best practice guides, and illustrative case studies, amongst others.
Moreover, DoubleVerify has recently released the DV Authentic AttentionⓇ Snapshot, a comprehensive and holistic overview of high-level attention measurement – available to all DV advertisers at no additional cost. This feature helps clients achieve greater campaign performance against the current macroeconomic backdrop. Delivered weekly, the Snapshot provides unparalleled attention-based data at scale, with easily digestible insights to identify top and bottom media performers, and benchmark an advertiser’s performance in a specific industry, amongst others.
“Traditional KPIs such as viewability and clicks are not effective at identifying whether an ad is making an impact on the end viewer, and disruption from regulatory shifts to cookie deprecation is hindering how brands can use existing tools. With that in mind, we are confident that privacy-friendly attention metrics will become the industry’s new performance currency. We are excited to launch the DV Attention Lab™ to help advertisers navigate today’s digital landscape,” said Mark Zagorski, CEO of DoubleVerify.
Meanwhile, Jordan Khoo, managing director of DoubleVerify APAC, noted, “For APAC, a Magna study found that 71% of total advertiser budgets will be spent on digital that will result in a crowded marketplace. Advertisers in the region are therefore finding ways to optimise their campaign performance. The timely introduction of our DV Attention Lab™ allows us to bolster our capabilities and better guide our clients to drive returns on investment for their media budget.”
In September 2022, DoubleVerify teamed up with agency Havas Media in Hong Kong to be its preferred partner in offering pre-bid brand suitability, fraud, contextual activation, and viewability solutions. The partnership comes months after DoubleVerify’s partnership with Havas Media in Australia.