APAC Emerging Markets See Media Quality Gains

Advances in programmatic technology continue to improve print quality

Jakarta, IndonesiaMarch 31, 2022 /PRNewswire/ — Today, Integral Ad Science (Nasdaq: IAS), a global leader in digital media quality, released the sixteenth edition of the Media Quality Reportproviding transparency into the performance and quality of APAC digital media, as well as global comparisons.

Integral Ad Science logo (PRNewsfoto/Integral Ad Science (IAS))

Key insights from the report include:

Desktop display advertising fraud rates reached the highest level in the world in Singapore

Global ad fraud rates increased across all formats and environments in the second half of 2021. Desktop ad fraud rates were highest in Singapore at 4.1%. The second highest fraud rate was recorded by Vietnam (2.6%) with Japan also at 2.6%, and Indonesia at 0.7%. India was the only market in the region to see ad fraud rates drop to 1.1%. While the global fraud-optimized ad fraud rate was 1.4%, the non-optimized ad fraud rate was as high as 10.7%.

Programmatic purchases on all display channels in India, Indonesiaand Vietnam had lower ad fraud rates than direct publisher purchases. Applying pre-bid solutions provides additional protection against ad fraud in the programmatic ad transaction. For desktop video, Australia had the highest ad fraud rates in the world, at 2.9%.

Globally, mobile environments remained safer than desktop, with ad fraud optimized rates consistently hovering at 0.5% or lower for display and video ads worldwide.

In APAC, Japan had the highest ad fraud rate on mobile web display of 1.5%, compared to 2.7% year-over-year (YoY), while Singapore and Vietnam saw a slight increase in ad fraud optimization scores for mobile web display to 0.8%. Indonesia mobile web display advertising fraud rates reached 0.2%. On mobile web video, Australia recorded a reduction in ad fraud rates to 0.4%.

Brand risk is reduced to historically low levels in all environments, thanks to contextual strategies

Brand risk rates fell to historic lows in the second half of 2021. This change was fueled by the growing adoption of sophisticated contextual solutions, increased privacy regulations and the positive impact of the contextual alignment to consumer advertising experience.

India, New Zealandand Australia experienced the lowest risk levels for display ads, each showing annual reductions of 1.5 percentage points (pp) or more. On the desktop display, Indonesia reported a sharp drop to 0.9% brand risk and a reduction from 14.7pp to 1.3% on mobile web view. Singapore reported a brand risk level of 1.0% vs. 2.4% YoY for desktop viewing. Programmatic desktop inventory presented higher brand risks than direct publisher in the APAC markets analyzed, highlighting the importance of having a pre-auction and post-auction strategy in place to protect the reputation of the Mark.

Emerging digital advertising markets saw better viewability performance

Some of the most robust increases in screen viewability have come from emerging digital advertising markets, suggesting a continued reliance on screen advertising as locally produced premium video content remains limited. India and Indonesia saw mobile app view visibility increase by 9.5 and 7.3 pp, respectively. In APAC, Australia led in visibility levels on desktop screens (72.4%), followed by New Zealand (66.6%), Indonesia (65.8%), Singapore (65.0%), Vietnam (64.7%) with India (59.5%) and Japan (53.5%) recording the lowest visibility levels in the world.

Display visibility on the mobile web has increased dramatically in Vietnam (+6.2pp) and Indonesia (+4.6pp). Mobile app views grew the most of all formats, reaching an overall viewability average of 77.6%. Visibility into mobile application environments has also benefited from increased adoption of IAB Tech Lab’s Open Measurement SDK, common code, and libraries to facilitate third-party access to measurement data.

Laura QuigleySVP APAC at IAS said, “It is encouraging to see the improved quality performance of digital media in emerging markets across APAC. Publishers are reviewing inventory and redesigning their sites to provide greater attention and visibility to customers, as well as implementing a strategy to target away from risk and reduce fraud. This leads to an increase in inventory quality. On the buy side, advertisers need to have strong pre-bid and post-bid strategies and deploy verification solutions to ensure that direct and programmatic impressions are protected and optimized to provide maximum impact and return on investment.”

The Integral Ad Science Media Quality Report – 16th Edition highlights brand safety, ad fraud and viewability trends across display, video, mobile web and in-app advertising. It analyzed billions of global data events from ad campaigns that ran between July 1 and December 31, 2021. The full report can be viewed here.


pooja singh

SOURCE Integral Advertising Science (IAS)

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