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This latest accreditation achievement is further demonstration of our commitment to bringing even greater transparency and quality to all aspects of the digital measurement landscape.

Read the press release or reach out to your IAS representative to learn more about what IAS’s industry-first accreditation means for your brand.

The post IAS earns industry’s first MRC accreditation for CTV Viewable Impressions appeared first on Integral Ad Science.

The digital landscape has expanded beyond developments we’ve come to expect. From groundbreaking advancements in AI and machine-learning technology to near-constant innovation across environments and channels, it’s clear that marketers are juggling more than ever before.

But an unpredictable digital landscape spells more opportunity.

In the latest edition of the Media Quality Report (MQR), we’re embracing change too. Along with a new layout, we’re diving even deeper into global trends with key highlights and regional breakouts. Plus, marketers can utilise the MQR companion workbook to make data-driven decisions even faster with a format that simplifies integration across media optimisation systems.

Take a sneak peek at some of this year’s key trends:

– Time-in-view remained on a downward trajectory — but opportunity lies ahead

– Spikes in fraud impacted markets leading up to and during the 2022 Winter Olympics and the FIFA World Cup

– Quality Path Optimisation (QPO) uptake among ad buyers rose 533% throughout 2022

The annual MQR is the gold standard that gives marketers, publishers, and platforms across the globe actionable metrics to make informed marketing decisions.

Download the report today to utilise IAS’s market-leading global benchmarks to help you drive business results.

The post Media Quality Report: 18th Edition appeared first on Integral Ad Science.

Video content is rapidly increasing, blurring the lines between what is and isn’t suitable for your brand. Gain control of your brand message amid the content boom with IAS’s industry-leading brand safety and suitability measurement for YouTube.

IAS’s global solution gives marketers granular classification at scale, thanks to cutting-edge, machine learning technology. What’s more, IAS is certified in the YouTube Measurement Program, making us a trusted partner to drive your marketing performance on YouTube.

With IAS’s brand safety and suitability measurement on YouTube, you get:
– Deeper Insights with machine learning-powered details about video content, providing you best-in-class brand safety and suitability scoring
– Industry Alignment with scoring classification consistent with the GARM Brand Safety and Suitability framework
– Granular Classification at Scale with daily reporting across the GARM categories and four risk levels, allowing advertisers to stay informed and take action.

Maximise your campaign impact on YouTube with sophisticated brand safety and suitability measurement. Download the one sheet now to get started.

The post Brand Safety and Suitability Measurement for YouTube 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 optimisations 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 capitalise on attention right now

We’ve seen firsthand how ad measurement and optimisation 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: Volume I appeared first on Integral Ad Science.

In our latest consumer research, we wanted to prove that embedding best practices in line with your organisation’s DEI values are not only the right thing to do, but diversity in advertising also demonstrably impacts consumer sentiment, receptivity and purchase behaviour.

Here’s a sneak peek at what we found:
– 81% of consumers think brands should make a concerted effort to place ads around content that promotes diversity
– 75% of Australians believe that brands have a responsibility to reflect our modern culture
– 76% of consumers say that diversity is crucial for the future of their society

Download the IAS Why the future must be inclusive study and discover why diversity matters in advertising and how inclusive messaging makes a difference in effective marketing.

The post Australia Research: Why the future of marketing must be inclusive appeared first on Integral Ad Science.

In our latest consumer research, we wanted to prove that embedding best practices in line with your organisation’s DEI values are not only the right thing to do, but diversity in advertising also demonstrably impacts consumer sentiment, receptivity and purchase behaviour.

Here’s a sneak peek at what we found:
– 88% of consumers think brands should make a concerted effort to place ads around content that promotes diversity
– 81% of Singaporeans believe that brands have a responsibility to reflect our modern culture
– 81% of consumers say that diversity is crucial for the future of their society

Download the IAS Why the future must be inclusive study and discover why diversity matters in advertising and how inclusive messaging makes a difference in effective marketing.

The post Singapore Research: Why the future of marketing must be inclusive appeared first on Integral Ad Science.

In this exclusive “Masters of Media” series, Integral Ad Science (IAS) speaks to the Movers and Shakers of the APAC advertising industry on all digital matters.

Mike Delaney is the Head of Digital Strategy for Hearts & Science New Zealand. He has worked in agency media across London, Sydney and more recently New Zealand delivering client-facing digital planning and strategic solutions to brands. His responsibilities include running digital planning, activation, analytics and operations teams in NZ, as well as developing advertising and digital maturity strategies for brands.

IAS: Please tell us about your digital advertising journey and your current role at Hearts & Science.

Mike: I joined the digital advertising industry slightly later in life at the age of 26, when I joined Manning Gottlieb OMD in London as a digital planner. This came after spending earlier years working in movie journalism and media sales in London and Sydney. 

At Manning Gottlieb OMD, I was lucky enough to work with some of the most talented people in Europe. I moved to New Zealand just before COVID (!) to join Hearts & Science NZ (also part of Omnicom Media Group) as it was just being formed in the market, and we have rapidly grown ever since.

As the Head of Digital Strategy at Hearts & Science, I oversee our planning, activation, analytics and operations teams, and help our clients set goal-oriented strategies that build meaningful connections with consumers powered by data and technology.

IAS: What are your thoughts on the future of advertising with the convergence of both attention & sustainability in advertising?

Mike: The shift towards the attention-science-based evaluation of media and attention-led planning is admiral because it moves beyond the traditional reach and frequency approach that is increasingly difficult to do well with the increasing audience, channel and format fragmentation.

At Hearts & Science, we are currently, and actively, evaluating partner tools like Amplified Intelligence’s planning tool for clients to help them step beyond reach planning and towards attentive-reach planning for campaigns.

However, we must remember that the current attention-led data available is highly aggregated at channel and format levels. Other variables help determine the quality of media and impression, including context, device, and ad relevance. YouTube, for example, is a gigantic content platform with a vast range of premium and non-premium content that would yield different average view-through rates and audience engagement depending on the creator and content.

Our agency recommendation is to use attention-led planning and measurement solutions as part of broader planning and measurement frameworks for driving effective campaigns.

For sustainability, again, this is a noble ad industry shift that addresses the carbon impact of advertising at all phases in the cycle (production, partner/format selection, serving).

We are currently educating marketers on the carbon impact of their advertising through our carbon impact reports and dashboards, as well as showcasing the latest green media partners, tools and tag products. Brands are slowly recognising there are no processes or boundaries that can’t be improved or upgraded sustainably, including advertising.

Eventually, carbon ad impact measurement will become a standard in media buying and planning in the same way verification solutions like IAS have become standard on media plans, to varying degrees and levels of investment based on the brand.

IAS: As we face economic uncertainty in the APAC region, how do you foresee the future of the advertising industry?

Mike: It’s very unoriginal, but the next few years look challenging for people, businesses, and brands in APAC.

I anticipate cost-cutting for businesses will increase and a doubling-down of optimising operations, consolidating and automating service. Increased deal-making and mergers within the ad tech industry. And most importantly for consumers, depending on the household, we will see increased frugality behaviours like dropping weekly luxuries, cooking in batches for the working week, ring-fencing bigger ticket items and decluttering from various subscription services

IAS: What are some steps that marketers can take to generate ROI and impact in 2023?

Mike: Here are three things marketers can do to improve ROI and impact in 2023:

1. Ensure there is a business and marketing strategy in place (even with a 3-6 month outlook) that considers alternative market scenarios, singular priorities and informed by patterns within the business and customer data
2. Ensure they have a measurement framework or a measurement maturity roadmap that helps unlock incremental improvements in their business and marketing measurement (moving from ROAS to profitability modelling, for example)
3. Simplify marketing initiatives and stay the course with trusted channels, underpinned by leveraging automated performance marketing technologies with a test & learn roadmap to find incremental return increases or investment reductions for dollar savings.

IAS: If there’s one myth related to programmatic, you’d like squashed, what would that be?

Mike: It is a channel or synonymous with Display & Native. A bit like how some say ‘digital’ for the same reasons!

IAS: Any advice for leaders on talent retention and supporting a hybrid workforce?

Mike: Ensure talent and the working environment are number 1 on monthly/quarterly senior leadership agendas in the boardroom and that workplace culture or productivity is not created by simply being in the office more.

Engaging with employees and empowering them to develop cultural occasions over the course of the working month will all lead to longer-term talent retention improvement.

IAS: What’s your favourite book/podcast/movie and why?

Mike: My favourite book is A Picture of Dorian Grey by Oscar Wilde, my favourite podcast (currently) is The All-in Podcast, and my favourite movie is Chinatown.

IAS: What is your advice to the fresh talent in the industry?

Mike: My advice for fresh talent in the industry is not to be overwhelmed by the rate of change you’ll experience; it’s a natural feature of an industry undergoing massive, accelerating technological change.

I would also advise anyone new to this industry to treat advertising and marketing as a practice, and to learn the fundamentals of core principles and concepts early and often, such as marketing 101, reach & frequency planning, KPIs and measurement, investment and analytics overviews.

The post Masters of Media – Mike Delaney, Head of Digital Strategy at Hearts & Science appeared first on Integral Ad Science.

Viewability is perhaps the most basic requirement for marketers. It’s the starting point that leads to analysing time-in-view, providing key insight on what captures consumers’ attention.

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 maximising sales lift, attention is everything. Download Driving Outcomes with Viewability to learn how time-in-view drives consumer attention — leading you to better outcomes.

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

In this exclusive “Masters of Media” series, Integral Ad Science (IAS) speaks to the Movers and Shakers of the APAC advertising industry on all digital matters.

Brian Gabriel del Val is the Programmatic Activation Lead of Asia Pacific and Japan (APJ) at HP. A marketer by training and a digital advertiser in execution, Brian has worked across different parts of the advertising ecosystem with experiences in a brand, media agency, creative agency, and ad tech vendor.  At HP, his responsibilities include programmatic success across the APJ region and being the digital lead across a few key markets and business units across commercial and consumer.

Questions:

IAS: Please tell us about your digital advertising/ marketing journey and your current role at HP

Brian: I’ve been lucky enough to have experienced the different parts of the advertising ecosystem from being a part of a media agency, creative agency, ad tech partner, and a brand. I started my career with IPG’s Cadreon Philippines, building and executing their programmatic strategies. Then set off to a creative agency as the media person with DDB PH to help build the in-house buying agency responsible for the DDB PH group. Then I moved to Singapore to work with a DSP called dataxu, planning and buying on programmatic campaigns at a regional level.

Now I’m with HP, as Programmatic Activation Lead for HP’s in-house buying team called Ziji. My responsibilities include programmatic success across the APJ region and being the digital lead across key markets and business units from consumer to commercial.  

In the last 2 years, we’ve built an in-house team of media planning and buying professionals taking care of HP’s media buys across Asia.

IAS: When it comes to prioritising their digital advertising campaigns, what advice would you like to give marketers? 

Brian: A clear KPI, as media teams we often get asked to try to solve multiple problems at the same time. Pressure is felt when the majority of our marketing dollars get spent on advertising and it can set an unrealistic expectation of what’s possible.

A clear KPI – for me means, understanding what the north star is for the business. Picking one with everyone’s agreement, helps us prioritise the type of media we plan, buy, and optimise towards. Media maximises efficiency with the different buying systems since our advertising algorithms like to focus on one main goal. We should be still tracking everything else and have secondary KPIs when we report but a clear KPI can help set the tone whether a campaign is successful or not.

IAS: According to you, what are some key trends, in digital advertising, that marketers should capitalise on in 2023?

Brian: Creators as a medium – Influencers have really taken on the main stage with many publishers actively trying to crack the code on how to efficiently partner and advertise with creators through media.

Short and Vertical – Short-form video content as the main creative is here to stay. With the big walled gardens all getting into the action with TikTok leading the charge, Youtube Shorts, Meta Reels, and stories, and Snapchat Stories. Now, Netflix too has a version of short-form content called Fast Laughs. 

Inventory as a proxy for audience targeting – This is nothing new but is gaining popularity again with contextual segments and the death of the cookie. We used to do this as an industry which we will go back to, buying in contextually relevant places where our target audience spends their time instead of over-complicated audience targeting.

Quality Metrics 2.0 – Attention metrics and brand suitability are the new metrics being talked about but at the same time keeping current quality metrics like viewability, brand safety, and ad fraud at a high standard.   

Continuous Partner transparency – Whether it’s the rise of OTT, retail media capabilities, or ID alternatives for cookies, we should keep asking deeper questions to our media partners instead of taking everything at face value. This helps our media partners be more accountable for what we purchase on behalf of our brands.

IAS: How do you see digital advertising/ marketing evolve in the next couple of years?

Brian: It can only grow further, as more players enter the market from ad tech players to Publishers, there is always something new to try and some different creative way to reach the right customers. We’ll have to plan further with walled gardens, as many more enter the market our consumers will also have behaviour shifts on where they spend their time and money.

IAS: In your opinion, what measures can the advertising industry take to combat the trust and transparency challenges in the digital supply chain?

Brian: There is this amazing piece of work done by ISBA and PWC on the programmatic supply chain transparency in the UK, where they questioned the state of the digital supply chain by deep diving into each of the players in the industry. There is no silver bullet for these issues but a combination of many moving parts that make the right decision to combat trust and transparency together are outlined in this study. I highly recommend this body of work. The study walks through how each of the players can do their part in building trust and transparency. 

From an individual level, understanding what we do not know and exercising the right to ask questions to our partners is where we begin. Measurement is the next step and the key to deciphering what we do and how well we do it. Only when we know the issues and keep track of it, we are equipped with enough knowledge to develop a plan of action. In the words of  Peter Drucker, “If you can’t measure it, you can’t manage it.”

IAS: Any advice for leaders on talent retention and supporting/ encouraging diversity at workplaces?

Brian: Media buying is stressful when it comes to day-to-day work, there is no doubt about that. One of the best ways for us to encourage growth since starting Ziji has been the creation of our Ziji Practice Champions.

We ask our team members what they’re interested in their role or in the industry. We then build paths together to help the individual own the practice by being the expert within our team. Helping our team stay engaged by trying to develop a personal POV or solving a difficult problem. The Practice Champion has been beneficial for individual growth and keeps the team up to date on the latest development in the industry.

IAS: What’s your favourite book/podcast/movie and why?

Brian: My favourite movie is Talladega Nights: The Ballad of Ricky Bobby, cause if you ain’t first, you’re last.

IAS: What is your advice to the fresh talent in the industry?

Brian: Google everything you don’t know and ask why. There is so much information out there that’s accessible to those who know what to look for whether it is media planning fundamentals, what is java script tag, or how to successfully spend VAST Creative on a PG deal while maintaining a certain viewability. There is a wealth of information online available to everyone like this article, platform learning tools, or even r/adops on Reddit.

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