Decoding the parameters of good quality impressions with DoubleVerify

The success of campaigns hinges purely on the quality of the data and the precision of performance metrics. At the Pitch CMO Summit Bengaluru 2024, marketing and business leaders gathered to dive deep into these critical aspects and decode how insights can be derived in a more efficient manner. Nachiket Deole, Head of Sales, India, DoubleVerify highlighted in his keynote session what ‘quality’ means and how it relates to digital media and performance.

“Firstly, it is very important to understand how we as consumers are changing. Privacy and transparency are being spoken about everywhere. Brands are extremely critical with the data that they are gathering from their consumers and consumers are becoming increasingly aware of their data,” he said. Deole explained how consumers have transformed their habits post-pandemic and are relying heavily on digital consumption. For example, a DoubleVerify report from 2023 highlighted that after the pandemic, consumers signed up for one or more additional video platforms.

Deole also pointed out that 95% of digital content is set to be AI-generated in the next four years. “It is reshaping how we buy media, plan media and optimise media,” he mentioned.

This is where DoubleVerify intersects and helps brands figure out where their impressions are really going, how AI can impact the media buying & planning process, and does it really helps to reach the right audience in the right environment etc. Deole introduced the four parameters that define the quality of media impressions – fraud, brand safety & suitability, viewability and geography.

Brands that worked with DoubleVerify have delivered around 66% of Authentic Viewable Impressions while adhering to the four parameters mentioned above. “There’s still a massive scope to optimise Authentic Viewable Impressions, the Display Viewability Rate is at about 70%, and the Video Viewability Rate is about 79%. It also varies depending on the platform,” Deole added.

He further pointed out that if one is buying a billion impressions, they are probably wasting around $300,000 on non-quality media. “You can optimise that to work better for you at a fraction of that cost,” Deole said.

Lastly, highlighting how the fragmented media landscape can be navigated, he shared that contextual advertising can be the key to capturing attention. “Contextual relevance grabs attention and there are ways now to identify the audiences and reach out while keeping privacy in mind,” Deole concluded.