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‘Growth Has Persisted’: Continued Rise in Digital Content Consumption Indicates Potential for Increased Advertising Revenue | What’s New in Publishing

“The accelerating growth of digital consumption continues to open up new advertising avenues and new audiences.”

The digital habits that people around the world have chosen during the pandemic have persisted. A new report explains how the continued increase in the use of digital content is creating continued opportunities for publishers.

‘Global digital content consumption continues to soar’: 55% of people say they spend more time each day consuming content than they did before the pandemic, according to a new report from the data platform and analysis, DoubleVerify. Additionally, two in three (66%) say they intend to continue pursuing the online hobbies they started during the pandemic.

Source: Four Fundamental Changes in Advertising and Media

These results are based on information from more than 16,600 consumers in 18 countries, across nine regions. The report, Four Fundamental Shifts in Advertising and Media, explores the biggest challenges facing the global advertising and media industries. He shares data and insights that will help them stay relevant and deliver results as the industry changes rapidly.

The digital habits acquired during the pandemic were not transient phenomena; they are now part of the daily life of consumers.

Report on the four fundamental changes in advertising and the media

“The motivation to consume content”

Almost two-thirds (63%) of respondents aged 65 and over indicated that inflation was a factor in increasing the consumption of digital content, compared to 32% of those aged 18-24. Overall, 45% of respondents say they are spending more time online because they don’t go out much due to rising costs. However, 39% cite better content quality as a reason for increased digital content consumption.

“Motivation to consume content varies significantly by age,” the report states. “Younger consumers are most likely to prioritize entertainment, while older consumers see content as a way to stay informed.”

Source: Four Fundamental Changes in Advertising and Media

While TV and streaming dominate digital content consumption, the use of social media continues to grow. Overall, 27% of consumers expect to spend more time on social media in the next year, peaking at 41% among 18-24 year olds, according to the report.

“Continued social media momentum doubles the findings of our latest report,” notes Marissa McCardle, SVP, Social and Programmatic, DoubleVerify, “where 48% of all consumers spent more time on social media during the pandemic, suggesting that the growth has persisted.”

“Essential to seize this opportunity”

However, “brands must deal with fragmentation of attention – or risk losing consumers,” the report warns. Although emerging platforms offer new opportunities, most consumers expect to see between 1 and 50 ads every day. YouTube is the platform on which an advertisement is most likely to attract consumer attention, followed by Facebook and Instagram.

Source: Four Fundamental Changes in Advertising and Media

New platforms continue to attract consumer time and engagement, with TikTok showing rapid growth. 43% of 18-24 year olds say they expect to spend more time on the app in the next 12 months.

“No single strategy or platform offers a surefire route to reaching consumers everywhere,” the authors note. “Instead, brands need to stay on top of trends and be nimble when adapting to new platforms and technologies.”

One thing is clear: brands need to be savvy in the fight for attention. They must continue to iterate and adjust the strategies, channels, and platforms they use based on local nuances.

Julie Eddleman, Commercial Director of DoubleVerify

While advertising opportunities abound on proprietary platforms, research highlights the need to align ads with relevant content, on relevant platforms. This will be “essential to seize this opportunity, reach the right audience and capture consumer attention”.

“Digital content plays a vital role in the purchase cycle”

Online shopping also continues to grow, with 54% saying they buy more online now than they did before the pandemic. Even older people (65+) who used to shop in physical stores say they now buy more items online.

Source: Four Fundamental Changes in Advertising and Media

“Digital content plays a vital role in the buying cycle,” the report says, referring to the growing habit of shoppers to research purchases online. Almost two-thirds (64%) say they spend more time researching brands online when making a major purchase.

More time spent on research by consumers means more opportunities for brands to reach these audiences.

Report on the four fundamental changes in advertising and the media

Source: Four Fundamental Changes in Advertising and Media

67% of consumers say they’re more likely to pay attention to an ad if it’s relevant to the content they’re consuming. This provides opportunities for publishers to generate revenue through product recommendations and reviews, as well as advertisements.

“There is a clear opportunity”

The majority (68%) also say they are concerned about the increase in misinformation and disinformation. 69% say they have a positive view of brands actively fighting this growing problem. 67% believe that platforms should be responsible for combating this threat while 66% believe that it is the responsibility of publishers. The latest edition of the report found that 67% of people were more likely to interact with an ad on a publisher’s website they knew and trusted.

These results indicate growing opportunities for publishers to generate advertising revenue. “With the post-cookie era fast approaching, this research underscores the need for brands to invest in secure contextual targeting,” said Jack Smith, Chief Product Officer, DoubleVerify. “Brands can use contextual targeting to grab consumers’ attention by placing ads alongside relevant content at crucial points in the buying cycle.

There is a clear opportunity. The accelerating growth of digital consumption continues to open up new advertising avenues and new audiences.

Julie Eddleman, Chief Commercial Officer, DoubleVerify


The full report can be downloaded here:
Four Fundamental Changes in Advertising and Media