Over two thirds (69%) of Australians have claimed an ad that captures their interest in the first five seconds will make them more likely to pay attention, according to DoubleVerify's 2022 'Four Fundamental Shifts in Advertising and Media' report.
Two years on from DoubleVerify’s original report, this expanded edition analysed insights from over 16,600 global consumers in 18 countries, including 500+ in Australia.
The report found that 68% of Australian respondents reported they were more likely to pay attention to an ad if it’s relevant to the content they’re viewing - such as reviews or gift ideas.
60% of Australian respondents are even less likely to purchase/use a brand again if they see it advertised beside mis- or disinformation.
Cost of living concerns are driving "stay at home" content consumption - particularly on CTV and social media, with just over half (52%) of Australian respondents reported they spend more time consuming content daily than they did pre-pandemic.
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."
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