This year, consumers have doubled the amount of content they consume on a daily basis. As an advertiser, understanding how to navigate this year’s rapidly evolving changes in consumer behavior is essential. In developing this report, DV worked with Sapio Research to implement an in-depth study with over 10,000 consumers across France, Germany, Spain, the UK and the US — in order to gauge respondent behaviors and attitudes toward content and advertising during the disruption of 2020.
Our report covers four noticeable trends during 2020:
- Content consumption is soaring, with an accelerated appetite for social media and CTV
- People are more open to relevant ads, but brand suitability is essential
- Navigating evolving news cycles requires increasing nuance
- Looking toward a future built on privacy-friendly, contextual targeting powered by AI