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.

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.

It’s here: Experience industry-leading transparency on Netflix. As previously announced, IAS is among the first media quality partners to measure Viewability and Invalid Traffic (IVT) on Netflix, available now.

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 coverage where it counts on Netflix.
Download the one sheet now to get started.

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Megan Reichelt, Country Manager, Southeast Asia, Integral Ad Science throws light on the traps in advertising that marketers need to be aware of during holiday season.

As we approach the festive season, there is no escaping the shopping frenzy as well as the deals, discounts, and offers numerous brands offer to attract customers. With the arrival of the famous double-day sales such as 11/11 and 12/12 as well as Harbonas, the holiday season in south-east Asian countries presents an unparalleled opportunity for marketers to strengthen their brand with existing customers and attract new customers when it comes to digital advertising. One can witness the entire spectrum of digital advertising at work, with brands adopting different strategies to attract buyers. These shopping events act like ladders of opportunities for brands of all sizes to increase revenue. Big savings by offering lower prices, free delivery, and shopping rewards help eCommerce marketplaces yield more profit from existing customers and attract new customers simultaneously. The majority of consumers in Southeast Asia say they’ve purchased products online during the Mega Sale period. Particularly in Thailand and Vietnam, the number of first-time online buyers is high with 64% and 53% respectively.

While marketers see their campaigns play out, they must also stay alert and watch out for specific pitfalls, such as ad fraud, brand risk, brand safety, and false viewability metrics. To help protect these campaigns from such threats, IAS has developed cutting-edge solutions to make the internet a safe place for advertisers. Let’s look at a few advertising pitfalls marketers can avoid during the festive season to protect their digital ads, campaigns, and brands:

• Ad fraud is on the Rise Globally
  A new Juniper Research study has found that the value of digital advertising spend lost to fraud will reach $68 billion globally in 2022, rising from $59 billion in 2021. Ad fraud can exist in various forms, such as domain spoofing, cookie stuffing, pixel stuffing, ad stacking, ad injection, geo masking, and bots/ non-human traffic. Fraud fluctuates depending on the country and the device. IAS sees from its H1 2022 Media Quality Report (MQR) that, globally, ad fraud rates rose 10 times faster for campaigns that ran without anti-fraud protection (i.e. non-optimised). Unsurprisingly, campaigns not utilising any ad fraud mitigation strategy attract the most fraud globally.

Marketers can no longer solely rely on monitoring technologies to effectively mitigate ad fraud and using blocking technologies is the need of the hour. Working with a verification partner such as IAS becomes essential to help marketers maximise impact and create outcomes without worrying about ad spending going to ad fraudsters. For example, IAS’ industry-first solution, Total Visibility, delivers radical transparency into your programmatic media buys, while reducing media waste, providing financial transparency, and optimising programmatic buying.

• Adoption of Context-Based Strategies Help Prevent Brand Risk in Southeast Asia
  Google’s decision to postpone phasing out third-party cookies has provided marketers with a golden opportunity to build a solid foundation for the following age of digital advertising. Focused on first-party data targeting, context-based strategies continue to evolve, thus helping to counteract brand risk. Context-based strategies allow ad buyers and sellers to avoid misinformation with minimal impact on reach.

It is important to note that in countries like India, Indonesia, Singapore, and Vietnam, advertising alongside irrelevant/harmful content such as illegal downloads, offensive language and controversial content, violence, and hate speech was noticeably higher according to IAS’ MQR report. These threats were identified for advertising campaigns across desktop displays, desktop videos, and mobile web displays.

Adopting context-based strategies will help marketers to protect their brands and campaigns from being advertised next to unsuitable content. In addition, contextual targeting strategies yield more substantial consumer attention, significantly boosting brand favorability and consumer purchase intent.

IAS’ Context Control Targeting reads the entire page, leveraging sentiment and emotion to classify content more granularly at scale. This allows marketers and advertisers to reach their target audience without using cookies.

• Tapping into Quality Inventory

Video inventory is in high demand because of the trend above and the prominence of advertising on Connected TV (CTV). As OTT platforms continue to dominate viewership across south-east Asian countries, we are witnessing a rise in the number of cord-cutters. Recently, IAS ran an online survey in Indonesia to determine consumer perceptions of CTV and streaming video content consumption. The survey found that CTV has become almost universally adopted — 7 in 10 consumers confirmed they have access to a CTV device.

With the upcoming world cup soccer competition followed by a festive buying season, marketers must optimise towards quality inventory. Working with trusted partners and marketplaces that provide quality will help marketers make the most of their campaigns. Focusing on video to drive effective, meaningful interactions and increase engagement through mobile devices will be key. Adopting effective solutions to mitigate these challenges becomes the next step to ensure you get the most value for your ad spends. The first step is checking whether your ads are seen in fraud-free, brand-safe, and suitable environments.

Views expressed are personal.

This article was first published on Medianews4U.

The post Advertising Pitfalls Marketers Need to be Aware of During the Holiday Buying Season in Southeast Asia appeared first on Integral Ad Science.

Netflix and IAS are joining forces to provide industry-leading global transparency to Netflix’s upcoming ad-supported platform. With this integration, IAS will be among the first to measure Viewability and Invalid Traffic (IVT) on Netflix’s highly anticipated new platform, available in early 2023.

Maximise engagement through insights and make every impression count on Netflix with IAS. With our upcoming solution, Netflix advertisers can access:

• Independent, third-party Viewability and Invalid Traffic verification
• Reporting within IAS Signal with actionable insights to expand CTV inventory
• Consistent verification across media buys to understand and optimisNetflixe engagement

Access Netflix’s valuable CTV inventory with confidence. Download the one sheet to learn how IAS can validate your media quality on Netflix in Q1 2023.

The post IAS brings media quality to Netflix appeared first on Integral Ad Science.

As consumers turn to the nearest screen to do their festive shopping, advertisements certainly play a part in helping them research products and find the best deals. But marketers should be aware that festive shoppers have their preferences when it comes to the ads they see as they browse the web.

So, how can marketers optimise festive ad campaigns to influence consumer purchase decisions?

In this study, IAS asked consumers in India about their perception of digital advertising during the festive season. Additionally, this research highlights how contextual relevance plays a role in the way consumers shop leading up to the festivities.

Here’s a sneak peek at what we found:

• 97% of consumers consider online advertising helpful in finding products and promotions
• 85% of consumers will do most or all of their holiday shopping online
• 96% of consumers will maintain or increase their shopping budget this year

Download our latest research, Festive Buying Goes Digital in India, to understand how context can help you reach your ideal consumers this holiday season — and beyond.

The post How Digital Advertising and Contextual Relevance Influence Festive Shopping in India appeared first on Integral Ad Science.

20 million – the number, by itself, is eye-catching; however, it is all the more impressive when we know that there are 20 million Connected TV (CTV) households in India. Roughly, this means there are 100 million customers. By 2025, India is estimated to have 80 million CTV households. In a day and age where brands are desperately trying to target customers, build a connection, and boost their brand image, CTV offers a platform like none other. For example, viewing on CTV is 2x longer compared to desktop & mobile. Despite these impressive numbers, CTV commands under 10% of overall ad spending and around 25% of the online video spending. Consumers spent significantly more time streaming content on CTV devices during stay-at-home guidance, which will only continue. This presents an opportunity for marketers to shift to a more efficient, data-driven approach to reaching audiences.

Before marketers jump at this exciting proposition, it is essential to understand how ad campaigns can be optimized for better efficiency and measurability so that marketers can continue to invest confidently.

Growing CTV Viewership Provides More Opportunities for Advertisers in 2022 and beyond

In India, the cable industry is losing about a million subscribers every month. In the quarter ending March 2022, the DTH operators lost 1.6 million subscribers, according to the Indian Telecom Services Performance Indicators report by the Telecom Regulatory Authority of India (TRAI). With so many subscription-based OTT services available to choose from, consumers are facing CTV subscription fatigue, giving rise to Advertising-based Video on Demand (AVOD). The consumer is less willing to shell out for streaming subscriptions; instead, they’re adopting ad-supported services that are available for free at a rapid pace.

A prime example of this is Netflix’s recent announcement of launching an ad-supported subscription tier that will charge advertisers a sky-high USD 65 as their CPM for every 1,000 views. This trend suggests that CTV, and particularly ad-supported streaming, will see unprecedented growth in the year ahead, with an expanding audience that is no longer reachable on cable TV.

CTV platforms provide a unique opportunity for consumers and advertisers alike. Consumers have the flexibility to choose content, and the provider, at their disposal. On the other hand, for advertisers, CTV provides an opportunity for better-targeted advertising and more engagement. With the boost in CTV viewership comes more ad inventory and significant brand opportunities. Marketers find the right way to connect with these audiences and use digital media quality solutions to understand their campaigns.

When it comes to advertising in any form, measurability is key; however, knowing what to measure becomes even more important. Let’s look at three key challenges when it comes to CTV advertising:

1. CTV Ads Play When the TV is Off

   A recently published study by GroupM revealed that 17% of impressions delivered through CTV streaming devices such as dongles, gaming consoles, and dongles/ sticks are delivered while televisions are off. This is observed in CTV devices or apps with their own power source, where the device might still be on when the TV is turned off, so ads play but are never seen on screen. Since viewability cannot be measured with conventional tracking methods on CTV, given the lack of VPAID support in this environment, this creates an added challenge.

At IAS, we have carefully thought of such challenges that advertisers face and developed a solution where we tailor viewability measurement to CTV by leveraging quartile completions. We even go a step further and perform extensive testing (for each Device/OS, App, Ad Length, and Beaconing Type), during which our engineering team validates:

• that ads constantly deliver with 100% of the pixels on the screen
• those ads cannot be skipped or fast-forwarded
• that ads stop playing when the TV screen is off

We only validate CTV apps for Rendered Impressions if they meet all these criteria, so you can be sure that if an impression is “Rendered” it has been actually seen. Impressions served to users who have stopped interacting with the CTV media content are no longer considered “Rendered.”

2. Ad Fraud is High in CTV Campaigns

   32% of agency/ marketing professionals consider ad fraud a leading challenge for CTV. Since the CTV environment is still new and growing in the advertising space, higher levels of ad fraud can be expected across less transparent and long-tail inventory.

As CTV consumers and ad spending continue to grow, we will see more and more tools to combat ad fraud. Currently, IAS is the first and only partner to work directly with the largest video publishers to validate that video ads are played to completion, free from invalid traffic, on CTV. Our close relationships with publishers allow us transparency into inventory so that we can properly identify signals that are known and unknown.

3. CTV Ad Measurement is Critical for Driving Savings

   CTV delivery costs can be as high as $40 CPM. When you compare that with the IAS rate for CTV standard measurement, i.e., $0.08 CPM, you notice that the verification costs are minuscule compared to overall spent, and more significantly compared to the savings that you could make by avoiding fraud, tv off wastage and potential brand safety breaches.

As CTV becomes even more mainstream this year, brands need to ensure a return on their investments. Always start with the data, measuring CTV inventory for viewability and completion rates to make sure campaigns are driving the expected impact.

The article was first published in Agency Reporter.

The post Measuring what matters on Connected TV 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.

Misinformation continues to be an ominous concern looming over the digital landscape. Media professionals are becoming increasingly uneasy about the spread of misleading content – in fact, experts flag it as the most concerning of all media quality threats.

So considering the dangers that misinformation presents for the digital landscape, how can advertisers proactively protect their campaigns against this growing threat?

In our latest research, IAS partnered with YouGov to uncover the challenges that misinformation, disinformation, and fake news pose on digital media strategies. Our research found:

• 63% of media experts report high or very high levels of concern about the spread of misinformation
• 73% of media experts agree or strongly agree that ad buyers and sellers must actively avoid misinformation
• 42% of media experts are concerned about the impact on their company’s reputation in the event of an adjacency near misinformation

Download the full research, Misinformation & Media Quality, to explore the actions that digital media experts are taking to protect their campaigns against the growing threat of misinformation.

The post Misinformation & Media Quality: How fake news impacts the digital advertising industry appeared first on Integral Ad Science.

The report explores how CTV is shaping the future of digital content consumption among Australian consumers and how they feel about the ad-supported streaming experience.

Key highlights from the report advertisers need to know:

– 91% of consumers surveyed saying they stream content on CTV and 97% of CTV users have access to a paid subscription to ad-free platforms.

– 73% of Australian consumers using their connected TV to watch YouTube with ads.

– 94% of Australian consumers say there are features of the CTV ad experience that make it better than linear TV including the ability to skip ads, fewer ads and shorter ads

What’s clear is that Australian consumers have been quick to embrace CTV and streaming platforms as the future of television, and they have high expectations for ad relevance in these new digital environments.

Download our report today to learn more about understanding these latest consumer habits to plan your CTV campaigns effectively and maximise your business outcomes.

The post 94% of Australian consumers say there are features of the CTV ad experience that make it better than linear TV – IAS Study Finds appeared first on Integral Ad Science.