MAM
DoubleVerify releases report – ‘Four Fundamental Shifts in Advertising and Media’
Mumbai: DoubleVerify (DV), a leading software platform for digital media measurement, data, and analytics, has released its report for the year 2022, “Four Fundamental Shifts in Advertising and Media.”
Two years after DV’s original report, this expanded edition analyses insights from over 16,600 global consumers in 18 countries. At a time of significant macroeconomic change, these findings reveal the dynamic relationships between consumers, digital content, and advertising—arming stakeholders with the insights they need to make well-informed strategic decisions.
The report marks some significant takeaways. Firstly, the economic downturn continues to ‘stay at home’ content consumption—particularly on CTV and social media—with most (55 per cent) consumers now spending more time consuming content daily than they did pre-pandemic.
Secondly, attention fuels media efficacy—two thirds (66 per cent) of respondents claimed an ad that captures their interest in the first five seconds will make them more likely to pay attention.
Thirdly, online shopping surges and is bolstered by a contextual approach—54 per cent of respondents report buying more items online now than pre-pandemic, while 67 per cent are more likely to pay attention to an ad if it’s relevant to the content they’re viewing—such as reviews or gift ideas.
Fourthly, trust and shared values foster loyalty, but consumers are quick to judge. Consumers are concerned about the spread of mis- and dis-information, and it shows—61 per cent are even less likely to purchase/use a brand again if they see it advertised alongside mis-/dis-information.
“This study highlights that consumer consumption habits are evolving in response to macro social and economic trends—from intensifying concerns about inflammatory or polarising content to a continued shift in the platforms and channels consumers are turning to for content consumption,” said DoubleVerify CEO Mark Zagorski.
He continued, “Brands must react to these changing habits to ensure they reach the right audiences as efficiently as possible and maximise their digital investments. As our research shows, with digital content consumption rising, there’s a clear opportunity to garner consumer attention and power campaign performance. To unlock this opportunity, brands must evolve their ad strategies—meeting their audiences where they consume content and focusing on contextually relevant, attention-grabbing ad placements that also safeguard their brand reputations.”
“In these hyper-evolving times, these insights are significant for brands wanting to boost their digital ROI. This is especially important in India, where the market is highly competitive and dynamic. As demonstrated in the findings, digital content consumption and post-pandemic online shopping are higher in India than in any other region. This presents a huge opportunity for marketers who need digital media strategies that can effectively reach relevant audiences while ensuring that they don’t inadvertently advertise/promote misinformation and disinformation,” said DoubleVerify head of sales India Nachiket Deole.
He added, “This is the era of new-age consumers, who are more aware, conscious, and empowered than ever. Thus, we are working with clients to help them develop the best strategies to protect their brand reputations while achieving scale, and deliver on the desired outcomes of influencing the customers to convert to a purchase.”
Consumer appetite for content continues to soar—led by CTV, streaming, and social
Globally, most consumers (55 per cent) are spending more time each day consuming content now than they did pre-pandemic. This is as high as 78 per cent in India, the highest of all regions surveyed. Inflation is a key driver, with almost half (45 per cent) of respondents globally noting the reason they’re spending more time consuming digital content is because they are staying at home due to the rising cost of living.
CTV (connected TV) and streaming services have clear momentum, with 55 per cent of respondents having subscribed to additional services in the past 12 months. The increase in sign-ups is strongest in India, where 74 per cent have subscribed to additional services in the last twelve months. Meanwhile, globally, 27 per cent expect to spend more time on social media in the year ahead—peaking at 41 per cent among 18-24 year-olds.
With costs under consumer scrutiny and digital content consumption rising, ad-supported content represents a growing opportunity for advertisers, with 59 per cent open to ad-supported video streaming apps if they cut prices.
Brands must address attention fragmentation—or risk losing consumers
Survey respondents reported that they believe they see between one and 50 ads per day—estimates suggest the true average figure is at least 4,000.
Where an ad appears determines its impact, according to consumers. YouTube dominates as the number one proprietary platform for securing the attention of respondents in 15 out of 18 countries surveyed—followed by Facebook (39 per cent) and Instagram (28 per cent). Newer platforms continue to attract consumer attention and engagement. TikTok is rapidly expanding, and 43 percent of 18- to 24-year-olds say they intend to spend more time on the app in the coming year.
Timing is essential, with two thirds (66 per cent) stating that they are more likely to pay attention if an ad captures their interest in the first five seconds.
Shopping’s digital maturity presents a new opportunity for brands to make an impact
Online shopping continues to grow, as most consumers—54 per cent, report buying more items online now than they did before the pandemic. Meanwhile, consumers in emerging markets are more likely than the general population to say they are shopping online more now than they were before the pandemic, with Indians leading the pack at 74 per cent.
Pre-purchase habits are also evolving, with over half (53 per cent) highlighting that they use digital content to inform planned purchases more often than they did before the pandemic—in India, this is a notable 75 per cent. With two thirds (67 per cent) of consumers saying they are more likely to pay attention to an ad if it’s relevant to the content they’re looking at—like reviews or gift ideas. This reinforces the importance of contextually relevant ad placements.
Brand values are key as consumers reward action against inflammatory content, mis- and dis-information
Likely exacerbated by polarised news and opinions, the majority of survey respondents (68 per cent) are concerned that levels of mis/disinformation are increasing—and brands must be conscious of ad adjacency. In fact, 61 per cent would be less likely to purchase/use the brand again if they saw it advertised next to content that they determined to be mis-/dis-information. In India, this is 63 per cent.
The majority of survey respondents (82 per cent) state they have been exposed at some point to mis-/dis- information on social media.
Brand action on mis-/dis-information will be rewarded with trust from consumers. The majority (69 per cent) value brands that actively fight against mis-/dis-information and the same number (69 per cent) state that companies that are genuine and authentic appeal to them.
Brands
YES Bank hands the keys to SBI veteran Vinay Tonse as it bets on a new era
Former SBI managing director appointed as YES Bank’s new MD and CEO
MUMBAI: YES Bank is done rebuilding. Now it wants to grow. The private sector lender has appointed Vinay Muralidhar Tonse as managing director and chief executive officer-designate, with RBI approval secured and a start date of April 6, 2026 confirmed. The three-year term signals the bank’s intent to shift gears from crisis recovery to full-throttle expansion.
Tonse, 60, is no stranger to scale. Most recently managing director at State Bank of India, he oversaw a retail book of roughly $800bn in deposits and advances, one of the largest in the country. Before that, he ran SBI Mutual Fund from August 2020 to December 2022, a stint that saw assets under management surge from Rs 4.32 lakh crore to Rs 7.32 lakh crore across market cycles. Add stints in Singapore and four years leading SBI’s overseas operations in Osaka, and the incoming chief arrives with a genuinely global CV.
His academic grounding is equally solid: a commerce degree from St Joseph’s College of Commerce, Bengaluru, and a master’s in commerce from Bangalore University.
The appointment follows an extensive search and evaluation process by the bank’s Nomination and Remuneration Committee. NRC chairperson Nandita Gurjar said the committee unanimously backed Tonse, citing his leadership track record, governance credentials and ability to drive the bank’s next phase of transformation.
Non-executive chairman Rama Subramaniam Gandhi was unequivocal. “I am certain that Vinay Tonse, with his vast experience as a senior banker, will propel YES Bank to its next phase of growth,” Gandhi said, adding that the bank remains focused on strengthening its retail and corporate banking franchises and expanding its branch network.
Rajeev Kannan, non-executive director and senior executive at Sumitomo Mitsui Banking Corporation, the bank’s largest shareholder, said Tonse’s experience across retail, corporate banking, global markets and asset management positioned him well to lead the lender. SMBC said it looks forward to working with Tonse and the board as YES Bank pursues its ambition of becoming a top-tier private sector lender anchored in strong governance and sustainable growth.
Tonse succeeds Prashant Kumar, who took the helm in March 2020 when YES Bank was in freefall following a severe financial crisis, and spent six years painstakingly stabilising the institution, rebuilding governance and restoring operational scale. Gandhi was generous: “The bank remains indebted to Prashant Kumar, who is responsible for much of what a strong financial powerhouse YES Bank is today.”
Tonse, for his part, struck a purposeful note. “Together with the board and my colleagues, I remain deeply committed to creating long-term value for all our stakeholders,” he said, pledging to build on Kumar’s foundation guided by his personal motto: Make A Difference.
Beyond the balance sheet, Tonse played cricket at college and club level and represented Karnataka in archery at the national championships — sports he credits with teaching him teamwork, situational leadership, discipline and focus. In quieter moments, he reaches for retro Kannada music, classic Hindi songs, and the crooning of Engelbert Humperdinck, Mukesh and Kishore Kumar.
YES Bank has its steady-handed rebuilder in Kumar to thank for survival. Now it has a scale-obsessed growth banker at the wheel. The next chapter starts April 6.
