Digital publishers are being reminded of a truth that was common knowledge in the old print world: Ads should appear near related content when possible.

Over a third of consumers admit to feeling digital fatigue, according to Four Fundamental Shifts in Advertising & Media, a study by DoubleVerify, conducted by Sapio Research. That makes it harder for ads and content to be noticed.

Publishers and advertisers must pay attention to context.

Of the online shoppers polled, 67% are more likely to pay attention to an ad if it is relevant to the content they are viewing.

Moreover, 61% are less likely to purchase from a brand if its ads appear besides mis- or disinformation.

This is happening as 55% of consumers are spending more time consuming online content each day than they did prior to the pandemic. In addition, 39% have signed up for more content subscriptions.

At the same time, 69% value companies that are genuine and authentic, and the same number support brands that fight against disinformation. In fact, 61% would be less likely to purchase from a brand that promotes disinformation, and 49% would lobby against it.

This requires technology that can aid in both the targeting and the ad buy.

Here are the four shifts identified by the research:

• Streaming, CRV and social media have cemented lasting changes to content consumption.
• Attention is becoming the new media currency.
• The evolution of online shopping is a new opportunity for brands.
• Consumer are holding brands accountable; brand/values alignment is critical.

“With the post-cookie era fast-approaching, this research emphasizes the need for brands to invest in privacy-safe contextual targeting to grab consumer attention by placing ads alongside relevant content at crucial moments,” states Jack Smith, chief product officer at DoubleVerify.

Sapio Research surveyed 16,608 consumers across 18 countries in June 2022.