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 utilize the MQR companion workbook to make data-driven decisions even faster with a format that simplifies integration across media optimization 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.

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As we emerge from several years of unpredictability, the advertising industry has learned that digital trends may not be as consistent or long-lasting as they once were. We’re seeing digital media progressing at a quicker rate than ever, with content creation rapidly booming and new platforms constantly emerging.

In the 17th Edition of the Media Quality Report (MQR), we explore how media quality has evolved over the past six months, and how marketers can use these shifts to maximize future campaign performance.

As you explore this edition of the MQR, look out for some of these highlights:
– Viewability metrics featuring research from IAS’s Insights As A Service team
– Simplified global breakdowns by environment
– Future-looking advancements across digital media

At Integral Ad Science, we measure trillions of data events monthly and observe global media quality developments in real-time. The MQR leverages this data to offer an industry barometer against which ad buyers and sellers may benchmark the quality of their campaigns and inventory.

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

The post Media Quality Report: 17th Edition appeared first on Integral Ad Science.

As our global communities reintroduce mobility to their lives following varying degrees of hybrid lifestyles, one thing is certain – consumers, whether at home or on the go, are spending increasingly more of their time with digital media. As a result, consumers’ desires have become the driving force fueling the advertising industry. In this report, we explore how media quality metrics reflect consumer preferences across the digital media landscape.

At Integral Ad Science, we measure trillions of data events monthly and observe global media quality developments in real-time. The Media Quality Report leverages this database to offer an industry barometer against which ad buyers and sellers may benchmark the quality of their campaigns and inventory.

Explore the report to check how the quality of your ad campaigns and inventory measure up against the latest benchmark and discover: 

• How viewability rates shifted across different channels and buy types 
• How and why brand risk levels have been improved in the second half of 2021
• How ad fraud rates have shifted in the last six months
• How long ad campaigns are in-view on average 

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 Media Quality Report – Better media quality for better media outcomes 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.

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In this edition, we are pleased to introduce a new benchmark, Ad Completion as it makes its MQR debut. Additionally, we have created a Key Trends section that features major developments shaping media quality around the world. While these metrics are often used for future campaign strategy and optimisation, we also recognise their value for retrospective analysis.

Following a year of unprecedented change in the workplace and our global communities, the advertising industry continues to investigate how changes in consumer lifestyle and behaviour have influenced digital advertising trends. In our latest MQR, we deep dive into key learnings from H1 2021, and present actionable opportunities for the industry as it prepares for a post-pandemic future.

Download the report to utilise IAS’s market-leading global benchmarks for better media quality today.

The post Media Quality Report H1 2021: Benchmarks for better media quality appeared first on Integral Ad Science.

Our biannual Media Quality Report leverages IAS database to reveal global performance metrics and offers an industry barometer against which ad buyers and sellers can benchmark the quality of their campaigns and inventory.

Listen to the on-demand webinar with Namrita Sachdev, Customer Success Manager for Nordics, and explore Swedish media quality insights, including:

• How viewability rates in Sweden shifted across different channels and buy types

• How brand risk levels have been impacted

• 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

Register your details to listen to the insights.

The post Media Quality Insights from Sweden appeared first on Integral Ad Science.

As consumers as well as the advertising industry at large shifted their focus toward digital content in 2020, media quality has taken centre stage for the advertising ecosystem. 

The IAS Media Quality Report (MQR) is just one of the many ways we continue to build trust and transparency throughout the digital advertising ecosystem. The MQR provides benchmarks for viewability, time-in-view, brand safety, and ad fraud across digital environments and formats in the UK. It is based on the analysis of trillions of global data events each month from campaigns running between July 1st and December 31st 2020, providing the advertising community a barometer for the quality of digital media in the UK market.

Below we’ve outlined the key programmatic media quality trends in the second half of 2020 in the UK. 

UK programmatic viewability decreased but continues to rank above global average

Viewability of UK ad impressions traded programmatically decreased for the first time across all environments, except mobile-app display. Programmatically purchased display inventory decreased across media environments due to growth in digital content consumption, increased demand and constraints on limited high quality ad inventory during the busy holiday period.

However, UK programmatic display inventory still ranks above global averages – desktop display viewability in the UK was 71.5% (versus the global programmatic average 69.8%) and mobile web display was 68.0% (versus the global programmatic average 63.5%).

UK mobile in-app environment has the highest viewability rate in the UK

Viewability within the mobile-app display environment increased 4.8 percentage points year-over-year (YoY) to 72.7% in H2 2020, increasing the ability for digital ads to be seen by consumers. This is likely as a result of wider adoption of the IAB Tech Lab’s Open Measurement Software Development Kit (OM SDK).

Ad fraud impacts less than 0.8% of programmatically traded inventory

In H2 2020, the volume of ad fraud detected in UK advertising decreased across all environments, except desktop video. The improvements have been mostly driven by impressions traded programmatically and due to the consistent use of optimised anti-fraud technology. 

In contrast, programmatic campaigns that did not use optimisation tools and strategies encountered fraud levels up to 11 times higher than those optimised against ad fraud.

Programmatic improves time-in-view 

Time-in-view refers to the average duration that a viewable impression remained in-view on the device screen. In H2 2020, brands were found to have between 15.64 seconds and 21.4 seconds to engage a UK consumer across pages purchased programmatically. Desktop display campaigns traded programmatically proved most engaging at 21.4 seconds, whilst mobile web display impressions drove the shortest time-in-view at 15.64 seconds. 

Brand risk increases for the first time in three years

Amid turbulent times, UK brand risk increased across all media environments in H2 2020. Brand risk on programmatic desktop display rose 3.4 percentage points from H2 2019 to reach 5.9%. Brand risk on video formats traded programmatically experienced a lower rate of  increase  than display and still ranked well below global averages – desktop video increased to 6.6% (vs 8.4% to the global average) and mobile web video reached 7.9% (vs 9.1% to the global average). The increase of impressions flagged as posing a risk to brands were driven by a rise in adult, hate speech, and violent content categories.

To find out more about the UK’s media quality and how to better optimise digital campaigns, download the full report below. 

Want to explore media quality insights, read our previous MQR reports

MQR H2 2020

MQR H1 2020

MQR H2 2019

MQR H1 2019

MQR H2 2018

MQR H1 2018

The post Programmatic media quality trends 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.

The post The latest media quality findings for H2 2019 appeared first on Integral Ad Science.

Findings from our H1 2019 MQR highlight a largely positive story for the UK, with high viewability results, a decrease in brand risk and progress for mobile. The data also highlighted areas for the industry to focus on, moving forward.

Key UK findings from H1 2019 Media Quality Report:

• • UK Viewability hit the highest point ever. For the first time, desktop display viewability exceeded 70% during H1 2019. UK impressions hit 70.9% viewability – an increase of 7.5 percentage points year-on-year. Canada edged ahead to take top place at 73.6%. Impressively, global viewability averages surpassed 60% across all formats, reflecting a worldwide commitment to increase quality following advertiser demands.

• Mobile app engagement was strongest in the UK, driving the highest in-view duration at 22.52 seconds, showing that UK consumers are engaging most with mobile apps. However, UK desktop display ads hit 21.67 seconds in duration, slightly below the global average of 23.53 seconds. 
• Brand risk continues to decrease, with 1.7 percentage point drop from 4.5% to 2.8% for desktop display. This places the UK in a healthy third place in the global risk rankings (with Italy coming top at 1.9%) and well below the global average of 4.7% of ads found next to unsuitable content. For video, almost one in ten (9.8%) UK video ad impressions appeared next to inappropriate content during the first half of 2019. 
• Ad fraud in the UK remains lower than the global average, however, levels increased by 0.2 percentage points year-on-year, up to 0.9%. Despite the increase, the UK sees less fraud compared to the global average of 1.1%, possibly due to greater awareness within our digital advertising market. The safest harbour from ad fraud is New Zealand, with only a 0.4% risk.

Summary and next steps:

Our MQR data indicates a consistent decline in brand risk for the UK, with viewability levels continuing to rise and ad fraud rates below the global average. When comparing to other markets, the UK consistently appears in the top rankings, showcasing the current high quality of UK digital advertising.

To continue this positive move forward, the industry must take further steps to ensure risk lowers and opportunity increases, including:

• Being vigilant ahead of the Christmas season – as we head into Q4, advertisers must be alert as fraudsters chase increased ad spend during the lucrative holiday shopping period. Consider increasing focus on your ad fraud measurement, to ensure resources can address any issues.
• Be conscious of increased brand risk accompanying video ads – advertisers should work with a brand safety vendor to monitor and block risky content to protect video spend. Regular analysis of video data will ensure the most effective media is targeted, enabling advertisers to optimise their media buy.
• Keep on collaborating – the incredible improvement in display and video viewability is proof – when the industry communicates its challenges, and works together to resolve them, change is possible. The ecosystem as a whole must continue to communicate their challenges if all corners of the industry are to move forward.

It’s thanks to this level of granular and global insight that brands can protect their advertising investments in a fragmented ecosystem and ensure they drive the greatest return. 

Want to read about how to protect your ad spend? Check out our other posts:

How Omnicom reduces brand risk and media waste for advertisers

How to tell the difference between friend and fraud?

How to protect your media investment?

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