DoubleVerify, the software platform for digital media measurement, data and analytics, has released its 2023 Global Insights Report.
As per DoubleVerify, the report has been prepared after analysing trends from nearly 5.5 trillion media transactions across over 1,000 customers in nearly 100 countries. The report highlights key digital media quality trends, and demonstrates the need for always-on verification across channels to create the foundation for impactful performance.
"Based on our research, in order to drive consistent performance, it is essential that advertisers engage verification across all campaigns and environments," said Collette Spagnolo, Vice-President of Marketing Analytics at DoubleVerify. "When verification is turned off or not applied, an advertiser becomes vulnerable to the swings in quality caused by unpredictable news cycles and increasingly sophisticated fraud schemes. Moreover, always-on protection helps the industry maintain a common and consistent gauge of media quality everywhere, as verification techniques evolve to encompass emerging channels for content consumption. Having coverage, protection and insight into all channels is critical."
“According to eMarketer, digital ad spend is estimated to reach almost $9 billion by 2027. It is imperative for advertisers to ensure their media investments are delivering the desired outcomes,” said Nachiket Deole, Head of Sales, India at DoubleVerify. “DV’s Global Insights Report underscores the importance of ad verification by outlining the case for “always-on” and showing why protecting your media buys across channels is now more essential than ever.”
This year’s report looked at quality trends across regions and devices, and compared results for campaigns that leverage verification to a campaign that did not — with dramatic differences in quality.
DV data shows video quality improving and stabilizing year-over-year
CTV consumption surges, but channel continues to be a target for fraud
An increase in streaming subscriptions — which includes free, ad supported plans — is fuelling CTV's ascension. As CTV becomes a top channel for consumers and advertisers alike, measurement and protection are becoming increasingly important, because with growth comes growing pains.
Opportunity exists for advertisers that prioritise attention
Amid economic uncertainty and deprecation of personal identifiers, advertisers are increasingly turning to attention-based measurement to help optimise campaign performance and enhance ROI. The key insights DV uncovered include:
Emerging channels embrace verification
DV has revealed key metrics on media quality and performance across nascent environments including audio, gaming and retail media:
These insights underscore the need to keep verification on and expand it across all emerging channels and ad platforms to ensure campaign success.