Consumers less likely to repurchase from brands if they see ads beside misinformation, reveals DoubleVerify report

61% of consumers are less likely to purchase/use a brand again if they see it advertised beside mis-/dis-information, as per the latest report from DoubleVerify.

DoubleVerify, the software platform for digital media measurement, data and analytics, has released its 2022 ‘Four Fundamental Shifts in Advertising and Media’ report.

Two years on from DV’s original report, this expanded edition analyses insights from over 16,600 global consumers in 18 countries. At a time of significant macroeconomic change, these findings reveal the dynamic relationships between consumers, digital content, and advertising—arming stakeholders with the insights they need to make well-informed strategic decisions.

The Key takeaways from the report are: 

● The economic downturn drives continued "stay at home" content consumption— particularly on CTV and social media—with most (55%) consumers now spending more time-consuming content daily than they did pre-pandemic. 

● Attention fuels media efficacy— Two thirds (66%) of respondents claimed 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—54% of respondents report buying more items online now than pre-pandemic, while 67% are more likely to pay attention to an ad if it’s relevant to the content they’re viewing—such as reviews or gift ideas.

● Trust and shared values foster loyalty, but consumers are quick to judge. Consumers are concerned about the spread of mis- and dis-information, and it shows—61% are even less likely to purchase/use a brand again if they see it advertised beside mis-/dis-information. 

“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,” said Mark Zagorski, CEO of DoubleVerify.

“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.” 

"In these hyper-evolving times, these insights are significant for brands wanting to boost their digital ROI. This is especially important in India, where the market is highly competitive and dynamic. As demonstrated in the findings, digital content consumption and post-pandemic online shopping are the highest in India than in any other region. This presents a huge opportunity for marketers who need digital media strategies that can effectively reach relevant audiences while ensuring that they don't inadvertently advertise/promote misinformation and disinformation," said Nachiket Deole, Head of Sales - India, DoubleVerify.

He added, "This is the era of new-age consumers – who are more aware, conscious, and empowered than ever. Thus, we are working with clients to help them develop the best strategies to protect their brand reputations while achieving scale, and deliver on the desired outcomes of influencing the customers to convert to a purchase."  

Some other findings are:

• Consumer appetite for content continues to soar—led by CTV, streaming, and social.

Globally, most (55%) consumers are spending more time each day consuming content now than they did pre-pandemic. This is as high as 78% in India, the highest than any other region. Inflation is a key driver here with almost half (45%) of respondents noting the reason they’re spending more time-consuming digital content is because they are staying at home due the rising cost of living. 

CTV (Connected TV) and streaming services have clear momentum, with 55% of respondents having subscribed to additional services in the past 12 months. The increase in sign-ups is strongest in India, where 74% have subscribed to additional services in the last twelve months. Meanwhile, globally, 27% expect to spend more time on social media in the year ahead—peaking at 41% among 18–24-year-olds. 

With costs under consumer scrutiny and digital content consumption rising, ad-supported content represents a growing opportunity for advertisers, with 59% open to ad-supported video streaming apps if it cuts prices. 

• Brands must address attention fragmentation—or risk losing consumers.

Survey respondents reported that they believe they see between 1 and 50 ads per day—estimates suggest the true average figure is at least 4,000.

Where an ad appears determines its impact, according to consumers. YouTube dominates as the number one proprietary platform for securing the attention of respondents in 15 out of 18 countries surveyed—followed by Facebook (39%) and Instagram (28%). Newer platforms continue to attract consumer time and engagement. TikTok is rapidly growing, and 43% of 18–24-year-olds report they plan on spending more time in the app over the next 12 months. 

Timing is 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. 

• Shopping’s digital maturity presents a new opportunity for brands to make an impact 

Online shopping continues to grow as most consumers, 54%, report buying more items online now than they did pre-pandemic. Meanwhile, consumers in emerging markets are more likely than average to state they are shopping more online now than they did pre-pandemic, with this highest among Indian consumers, at 74%. 

Pre-purchase habits are also evolving, with over half (53%) highlighting they use digital content to inform planned purchases more often than they did before the pandemic—in India this is a notable 75%. With two thirds (67%) of consumers saying they are more likely to pay attention to an ad if it’s relevant to the content they’re looking at—like reviews or gift ideas. This reinforces the importance of contextually relevant ad placements. 

• Brand values are key as consumers reward action against inflammatory content, mis- and dis information.

Likely exacerbated by polarised news and opinions, the majority of survey respondents (68%) are concerned that levels of mis/disinformation is increasing—and brands must be conscious of ad adjacency. In fact, 61% would be less likely to purchase/use the brand again if they saw it advertised next to content that they determined to be mis-/dis-information. In India this is 63%. 

The majority of survey respondents (82%) state they have been exposed at some point to mis-/dis information on social media. 

Brand action on mis-/dis-information will be rewarded with trust from consumers. The majority (69%) value brands that actively fight against mis-/dis-information and the same number (69%) state that companies that are genuine and authentic appeal to them. 

For the full 2022 ‘Four Fundamental Shifts in Advertising and Media’ report, readers can click here:  https://doubleverify.com/four-fundamental-shifts-in-advertising-and-media-report-2022/.

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