This week DoubleVerify hosted an exclusive lunch at Sydney’s 12 Micron restaurant to unpack its latest research findings into consumer behaviour and their impacts on advertising and media.
The findings as reported in B&T previously uncovered some exclusive Australian insights including:
- Cost of living concerns drive “stay at home” content consumption – particularly on CTV and social media – with most (52 per cent) Australian respondents reporting they spend more time consuming content daily than they did pre-pandemic.
- Attention fuels media efficacy with over two thirds (69 per cent) of Australian respondents claiming an ad that captures their interest in the first five seconds will make them more likely to pay attention.
- Online shopping surges and is bolstered by a contextual approach – 68 per cent of Australian respondents reported they were more likely to pay attention to an ad if its relevant to the content they are viewing – such as reviews or gift ideas.
- Trust and shared values foster loyalty, but consumers are quick to judge – 60 per cent of Australian respondents are even less likely to purchase/use a brand again if they see it advertised beside mis- or disinformation.
On hand to dazzle the audience with such key fun facts as despite being exposed to as much as 10,000 advertisements in any given day, most consumers only recognised being exposed to around 50, were DoubleVerify’s Johanna Wahlroos, VP, global client strategy, Jordan Khoo, managing director APAC, and Imran Masood, country manager ANZ.
Offering their sharp observations from client and agency side were Starcom’s Sarah Tillitt, Kinesso’s Ellen Rafferty and Kevin Fernandes from Havas.
