DoubleVerify, a software platform for digital media measurement, data and analytics, today releases its 2022 ‘Four Fundamental Shifts in Advertising and Media’ report.
Two years on from the original report, this expanded edition – analysing insights from over 16,600 global consumers in 18 countries, including 500+ in Australia – reveals:
Key Australian Insights:
- 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.
Imran Masood, country Manager AUNZ at DoubleVerify said, “The study sheds light on the extensive impact and influence macro social and economic trends have had on Australian consumers digital content consumption habits and preferences post-pandemic, particularly in the face of rising economic uncertainty.
“Brands must respond to these changes in order to ensure they continue to reach the right audience and drive optimal return on digital advertising spend.
“The Australian data from the research shows a real opportunity to grab consumer attention and maximise campaign performance if brands focus on targeted, contextually relevant, and brand-safe ad placements. Brand values are also a key consideration for the majority of Australians, and an important factor advertisers will need to evaluate closely in their ad strategies to safeguard their reputation and consumer trust as consumer concerns about mis- and disinformation surge.”
Consumer appetite for content continues to soar – led by CTV, streaming, and social.
In Australia, 52 per cent of respondents report they are spending more time each day consuming content now than they did pre-pandemic (55 per cent globally). Inflation is a key driver here with more than half (53%) of Australian respondents – higher than the global average of 45% – noting the reason they are spending more time consuming digital content is because they are staying at home due to the rising cost of living.
CTV (Connected TV) and streaming services have clear momentum, with 46% of Australians having subscribed to additional services in the past 12 months.*
Meanwhile, 22 per cent of Australians expect to spend more time on social media in the year ahead.
With costs under consumer scrutiny and digital content consumption rising, ad-supported content represents a growing opportunity for advertisers, with half of all Australian respondents (50 per cent) open to ad-supported video streaming apps if it cuts prices (less than the global average of 59 per cent).
Brands must address attention fragmentation – or risk losing consumers.
Survey respondents reported that they believe they see between 1 and 50 ads per day other estimates suggest the true figure is around 4,000.
Where an ad appears determines its impact, according to Australian respondents. Facebook ranks as the number one proprietary platform for securing the attention of respondents (38%), followed by YouTube (35 per cent) and Instagram (21 per cent). By ranking YouTube number two, Australia bucks the global trend; YouTube dominated as the number one globally (47 per cent) in 15 of the 18 countries surveyed, followed by Facebook (39 per cent) and Instagram (28 per cent).
Timing is essential with over two thirds of Australians (69 per cent) stating that they are more likely to pay attention if an ad catches their interest in the first five seconds.
Shopping’s digital maturity presents a new opportunity for brands to make an impact.
Online shopping continues to grow with almost half (49 per cent) of Australian respondents reporting buying more items online now than they did pre-pandemic, a little behind the global average of 54 per cent.
Pre-purchase habits are also evolving in Australia with nearly half (47 per cent) highlighting they use digital content to inform planned purchases more often than they did before the pandemic.
With two thirds (68 per cent) of Australian respondents saying they are more likely to pay attention to an ad if it’s relevant to the content they are looking at – like reviews or gift ideas – the importance of contextually relevant ad placements grows clearer.
Brand values are key as consumers reward action against inflammatory content, mis- and disinformation.
Likely exacerbated by polarised news and opinions, the majority of Australian respondents (65 percent) are concerned that levels of mis- and disinformatian are increasing – and brands need to be conscious of ad adjacency. In fact, 60% would be less likely to purchase/use the brand again if they saw it advertised next to content that they determined to be mis- or disinformation.
Australian respondents believe to a moderate or great extent that mis- and disinformation is created by conspiracy theorists (63 per cent), followed by foreign political groups/lobbyists (60%) and influencers (58%).
Consumers see several parties holding responsibility for tackling mis- and disinformation. Two thirds (66 per cent) state this responsibility lies with the government. This is closely followed by social platform owners (64 per cent) and publishers (64 per cent). And while fewer see the responsibility as lying moderately or completely with brands, it is still a significant number (57 per cent).
Brand action on mis- and disinformation will be rewarded with trust from consumers. The majority of Australian respondents (70 per cent) value brands that actively fight against mis- and disinformation and the same number (70 per cent) state that companies that are genuine and authentic appeal to them.
For the full global 2022˜Four Fundamental Shifts in Advertising and Media report, visit: https://doubleverify.com/four-fundamental-shifts-in-advertising-and-media-report-2022
