With over 416 million monthly active Pinners and billions of searches each month, marketers have the opportunity to reach millions of consumers while they are actively seeking inspiration. Our new solution offers access to daily refreshed Viewability and Invalid Traffic reporting for mobile in-app campaigns.

With this new integration, advertisers will now have access to:

• Viewability and Invalid Traffic monitoring and reporting across promoted pins and videos for mobile in-app inventory
• Independent, third-party reporting by IAS
• Global measurement for a holistic view across entire Pinterest campaigns

Brands that create strong emotional connections with their audience can rely on a loyal fanbase and expect positive engagement. Brand relationships agency MBLM reported Pinterest at the top of the list of applications and social platforms in 2020. Accessing the millions of engaged and active consumers on Pinterest is key for brands to make these kinds of connections. Digital ad spend continues to increase, and competition for consumers’ attention closely follows. IAS and Pinterest provides innovative, up-to-date reporting aimed to help ensure brands can creatively connect with their consumers.

Want to learn more? Download the IAS + Pinterest Viewability and IVT one sheet.

The post IAS now offers viewability and invalid traffic measurement across Pinterest appeared first on Integral Ad Science.

Through IAS’s global solution for Netflix, advertisers can validate the quality of their CTV and OTT media buys by ensuring ads are seen by real viewers in a fraud-free environment with our easy-to-use reporting solution.

With IAS’s solution for Netflix, advertisers can:

• Access independent, third-party post-bid Viewability and IVT reporting for Netflix
• Identify trends and optimize campaigns to drive performance based on engagement
• Get consistent measurement across media buys to understand performance

Leverage media quality with cov

The post Validate your media quality on Netflix appeared first on Integral Ad Science.

Attention is one of the most complex and widely discussed topics in digital media. Defining it has proven to be difficult, but industry experts unanimously agree that harnessing attention is pivotal to executing a successful advertising campaign.

That’s why IAS developed an evidence-based attention white paper and first-of-its-kind model that predicts the likelihood an impression will lead to a result. Driven by research based on millions of data signals combined with Total Visibility and machine-learning models, our analytical model identifies three key signals: Visibility, Situation, and Interaction — which each consist of a set of crucial metrics and optimizations that predict if an impression will lead to a result.

Throughout the white paper, Taking Action on Attention, you’ll find:

• A holistic attention approach and model, developed using extensive advertiser campaign data
• Three data-backed attention signals proven to improve campaign effectiveness and drive business results
• Results-based tips on how advertisers can capitalize on attention right now

We’ve seen firsthand how ad measurement and optimization capture attention that drives ROI. Download the white paper, Taking Action on Attention, to harness the power of attention and drive superior business results now.

The post Taking Action on Attention: </br>Volume I appeared first on Integral Ad Science.

But when it comes to fueling sales, how crucial is consumer engagement? And is there a way for marketers to optimise digital ad campaigns for amplified attention?

IAS partnered with Catalina to drive sales for a major CPG brand using display ads in both mobile and desktop environments. In this study, we used a test versus control methodology to understand how viewability and time-in-view impact return on ad spend (ROAS) and sales lift.

Here’s a quick look at what we found:

– 3.3%: Sales lift in the exposed test group rose 3.3% from the unexposed control group sales

– 74%: of incremental sales from the exposed test campaign were driven by the in-view audience

– 180%: ROAS tripled for the in-view group when comparing in-view vs. not in-view

When it comes to maximizing sales lift, attention is everything. Download Driving Outcomes with Viewability & Attention to learn how time-in-view drives consumer attention — leading you to better outcomes.

The post Driving Outcomes with Viewability & Attention appeared first on Integral Ad Science.

Gaming has emerged as a crucial format to reach engaged consumers. In fact, consumer spend for mobile gaming is projected to reach $136 billion worldwide this year alone, proving that the gaming audience is invested and shouldn’t be overlooked.

But how can advertisers be sure that they’re reaching this growing gaming audience and serving quality ads to gamers?

In an effort to ensure media quality throughout the entire digital ecosystem, IAS is partnering with Anzu, a leading in-game advertising platform, bringing quality to gaming environments. Through this integration, IAS and Anzu are allowing advertisers to unlock access to sophisticated in-game measurement and transparency for advertisers.

This partnership will provide advertisers with:

– Comprehensive coverage monitoring for invalid traffic (IVT) and viewability

– Global measurement for a holistic view of in-game media buys

– Daily reporting and insights in IAS Signal

Deliver quality ads and evaluate your in-game media effectiveness with confidence— today. Download the one sheet now to get started and read the press release here.

The post IAS & Anzu bring media quality to in-game advertising appeared first on Integral Ad Science.

A quick guide on the impact of viewability

It’s simple — unseen ads don’t have the opportunity to make an impact. So how can advertisers optimize their placements to ensure their ads are actually seen?

Enter viewability.

Viewability measures how visible a digital ad is to a consumer. To be considered viewable, an ad must meet criteria established by the Media Ratings Council (MRC) that determines what counts as a seen or viewable ad impression. 

At IAS, we measure ad viewability against MRC standards — and against your own. If you have a higher viewability threshold, we can create standards for you using custom viewability benchmarks so advertisers can better align metrics with their business goals. 

With IAS’s Quality Attention solution, you can strategically track audience engagement, allowing you to optimize your media expenditure toward placements that leave a lasting impression.

Are you ready to make every impression count? Get started here.

Want more Quick Bytes? Check out our YouTube playlist.

The post Quick Bytes: How Viewability Makes Every Impression Count appeared first on Integral Ad Science.

The report highlights improvements across UK brand risk categories and video ad quality, indicating greater confidence and a drive towards video streaming following a year defined by the pandemic.

Brand risk improvements fueled by programmatic video buys 

The UK led global brand risk reduction across video environments. The UK had the lowest levels of brand risk on desktop video compared to all other markets. Brand risk associated with desktop video decreased 4.1 percentage points from 5.7% in H1 2020 to 1.6% in H1 2021 – compared to the global average of 3.6%. Meanwhile, brand risk on mobile web video also decreased 4.1 percentage points from 6.3% in H1 2020 to 2.2% in H1 2021, versus the global average of 3.6%. Comparatively, brand risk across display formats remained consistent year-over-year (YoY), increasing by 0.1 percentage points across mobile web display and decreasing by 0.1 percentage points across desktop display.

Video inventory achieved even lower rates of brand risk when purchased programmatically, with mobile web video programmatic risk falling 3.6 percentage points to 2% in H1 2021, and desktop video programmatic risk decreasing by 3.9 percentage points to 1.4%. 

Decreases in alcohol and disinformation content led brand risk improvements

The data revealed significant changes in brand risk share between content categories that pose a threat to brands: 

• There was a significant YoY improvement in the proportion of alcohol-related impressions flagged across all inventory types. In particular, desktop video decreased 27 percentage points from 45.3% in H1 2020 to 18.3% in H1 2021, while desktop display fell by 26.4 percentage points from 45.4% to 19%.
• Industry-wide efforts and greater education to reduce the prevalence of offensive language and fake news are proving successful. The risk of appearing near offensive or controversial content, such as disinformation, has reduced across all environments. Mobile web display led the way in this risk category as its share dropped 5.7 percentage points from 11.1% in H1 2020 to 5.4% in H1 2021. 
• Adult, hate speech and violence content categories generally contributed a larger portion of brand risk across various environments when compared to the previous year. Specifically, the share of brand risk around adult content across desktop display increased 11.9 percentage points from 6.3% in H1 2020 to 18.2% in H1 2021. Hate speech across desktop video increased 13.4 percentage points from 2% to 15.4% in H1 2021. And violence also presented a brand safety threat, with 36.1% of mobile web video ad impressions flagged as posing a risk including content around violence. 

Video ads drive greater viewability and completion rates

Advertisers using video to engage with audiences found that they were more viewable than display ads. Viewability across mobile web video increased from 72.5% in H1 2020 to 74.9% in H1 2021, as did viewability across desktop video (from 73.5% to 74.4%). Additionally, 79% of viewable desktop video ads remained in view to completion, and 73.5% of mobile web video ads. In contrast, viewability across mobile web display decreased from 72.5% in H1 2020 to 69.2% in H1 2021, as did viewability across mobile app display (73.5% to 72.1%) and desktop display (72.9% to 71.5%).

Advertisers have less time to engage audiences in the UK, compared to global averages

Mobile app display showcased the sharpest drop of impressions that remained in view, decreasing from 24.51 seconds in H1 2020 to 18.12 seconds in H1 2021. Across desktop display, time-in-view of ads in the UK stood at an average of 21.16 seconds, compared to the global average of 22.67 seconds. This highlights advertisers’ need to ensure ads attract attention within a more competitive environment.  

UK ad fraud rates remain below global average

Occurrences of ad fraud in the UK varied depending on ad inventory type, but still remained below global averages. Within advertising campaigns that used optimisation tools, the UK had the joint-second lowest level of ad fraud rates across mobile environments. On mobile web display, ad fraud decreased from 0.5% to 0.2% in H1 2021 (versus a global average of 0.4%). Even on desktop display, ad fraud increased from 0.6% to 0.9% in H1 2021, but was still below the global average of 1%. Campaigns that did not incorporate a form of fraud mitigation strategy encountered levels of fraud up to 13x higher worldwide. 

For more insights download the report today.

The post Brand risk improvements in the UK indicate the return of confidence appeared first on Integral Ad Science.

Consumers and the advertising industry at large, have shifted their focus toward digital in 2020 and media quality took centre stage in driving performance and enabling brands to forge better connections with consumers. 

At IAS, we measure more than 1 trillion media metrics each day globally, allowing us to observe media quality developments in real-time. The Media Quality Report leverages this database to reveal global performance metrics and offer an industry barometer against which ad buyers and sellers can benchmark the quality of their campaigns and inventory.

Explore the report to check how your media measures up to the latest UK benchmark and discover: 

• How viewability rates shifted across different channels and buy types 
• How brand risk levels have been impacted the second half of 2020 
• How ad fraud rates have shifted in the last six months
• How long ad campaigns are in-view on average 
• How the quality of your ad campaigns and inventory measure up

Our MQR is just one of the many ways we continue to provide greater transparency throughout the digital advertising ecosystem.

Get the key media quality insights now by downloading the full report today

The post Navigating Media Quality – Trends from H2 2020 appeared first on Integral Ad Science.