By Brandon Whitelock, Enterprise Business Director, DoubleVerify
The UK’s advertising industry is a vital part of our economy, bolstering businesses nationwide and serving the digital needs of millions every day. Recent data from the IAB UK’s Digital Dividend report reinforce this, revealing a staggering contribution of £129 billion in gross value added (GVA) to the UK economy in 2022, sustaining employment for 2 million people. For every £1 spent on digital advertising, £4.80 was delivered back to the economy in GVA.
However, amidst these impressive figures, it’s crucial to recognise that the advertising landscape isn’t confined to the boundaries of the M25. Cities like Leeds, Stafford, Manchester and Edinburgh are pivotal hubs, housing media agencies and brands who have significant influence in shaping advertising strategies, planning and executions across the globe.
Recognising the importance of these regional players, DoubleVerify embarked on a journey, taking its ‘Ad Verification Matters’ series on the road, to directly engage with clients and partners outside of London.
We wanted to shine a spotlight on these regional powerhouses, giving them the recognition they deserve. Gaining a deeper insight into the challenges our clients face, particularly in implementing brand safety and verification solutions, was incredibly valuable.
The roadshow shared DV’s latest 2023 Global Insights Report, which highlights that Brand Suitability violations spiked to 10.6% across EMEA, a 13% increase from the previous year – the highest of any region.
We gathered the thoughts of some of those we visited.
“Advertisers trust us to serve their messaging and represent their brand in safe and quality environments that support their core values. The complexity of current affairs combined with the nature of supplier content reinforces the importance of media quality and verification solutions. Our relationships with partners such as DoubleVerify enable us to deliver a more nuanced approach to constantly evolving suitability standards.
Prioritising brand safety and verification principles enables brands to eliminate wasteful media spending, directing their investments towards areas that drive impactful and meaningful business outcomes.” – Joanna Sandilands, Activation Director, dentsu, Manchester
“Verification and measurement is crucial for advertisers, as it offers transparency into the performance of their digital campaigns. We actively engage with partners such as DoubleVerify to navigate ever-changing brand suitability standards, and optimise campaigns towards delivering brand outcomes. The hands-on support provided by the DV team is incredibly beneficial, instilling confidence in our management of client campaigns.” – Jenny McManus, Activation Director, dentsu, Edinburgh
In addition to discussing the latest media quality and verification trends, DV’s roadshow highlighted changing dynamics when it comes to performance metrics, showing a shift towards attention measurement. Unlike a traditional reliance on clicks, attention metrics can provide advertisers with clear data that shows the exposure and engagement of their digital advertising. These insights enable brands to gauge the exact attention their ads receive, allowing them to optimise campaigns effectively toward achieving business outcomes.
Attention has emerged as a vital, yet, an increasingly scarce resource. Today, the average person is exposed to between 6,000 to 10,000 ads a day. Through attention measurement, brands are able to look at a variety of signals to assess an ads performance. Attention has become a worthwhile metric to discuss with clients — and how it translates to driving high-value business outcomes” – Oliver Brierley, Account Director, dentsu, Leeds
For the full 2023 Global Insights Report, click here.
