New solution delivered rich, actionable attention data to Mondelez International, boosting campaign performance
DoubleVerify ("DV"), a leading software platform for digital media measurement, data and analytics, today announced broad availability of DV Authentic Attention™. DV Authentic Attention™ is the first privacy-friendly data solution in the market to provide timely, impression-level insights to optimize campaign performance — from the impact of an ad’s presentation to key dimensions of consumer engagement.
DV Authentic Attention™ analyzes over 50 data points on the exposure of a digital ad and consumer’s engagement with a digital ad and device — in real-time. For exposure, DV Authentic Attention™ evaluates an ad’s entire presentation, quantifying its intensity and prominence through metrics that include viewable time, share of screen, video presentation, audibility, and more. For engagement, DV Authentic Attention™ analyzes key user-initiated events that occur while the ad creative is displayed, including user touches, screen orientation, video playback, and audio control interactions. With this solution, advertisers are able to benchmark top performing sites and apps, evaluate cost-effective private marketplace deals characterized by high performance, and focus on the ad units and creatives that deliver the most impact.
Mondelez International used DV Authentic Attention™ as part of DV’s early access program to evaluate and optimize the performance of a cross-platform display campaign for a popular snack brand. In doing so, DV was able to highlight the value of “high-exposure” impressions on the campaign — correlated with a 9 percentage point increase in favorability, an 8 point lift in consideration overall, and a 5 point rise in purchase intent among the brand’s primary target audience. These findings illustrate how DV Authentic Attention™ can be effectively employed by brands and agencies to maximize media performance in-flight, and influence the effectiveness of future campaigns.
DV Authentic Attention™ builds on DV's Authentic Ad™, a proprietary, MRC-accredited metric that provides advertisers with a definitive measure of digital media quality. As a natural evolution, DV Authentic Attention™ overlays key performance measures onto DV Authentic Ad™ delivery, enabling brands to optimize their digital strategies in flight.
DV Authentic Attention™ is part of DV Performance Solutions, which also features DV Custom Contextual — a privacy-friendly targeting solution that doesn’t rely on third-party cookies and enables advertisers to execute contextual targeting within their campaigns.
For more information about DV Authentic Attention™ or the company’s Performance Solutions, contact sales@doubleverify.com
India, February 18, 2020
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