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.

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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 maximise 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.

Key Stats at a Glance

Key stats for Singapore:

Key stats for Indonesia:

Key stats for India:

Key stats for Australia:

Key stats for New Zealand:

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

In this edition of the MQR, we’re excited to announce the debut of our newest benchmark, vertical insights. Initially available at the regional level, these metrics give ad buyers and sellers further insight into the performance of six verticals in relation to media quality benchmarks around the world. As the advertising industry faced lingering challenges brought by the pandemic throughout the back half of 2021, the industry learned to evolve as consumers’ behaviors pivoted to fit the world around them.

In our latest MQR, we dive into the digital media trends and key findings of H2 2021 to provide actionable opportunities for the industry as we become increasingly more hybrid.

Key APAC Insights from the report include:

• Desktop display ad fraud rates reached the highest level worldwide in Singapore 
• Brand risk reduces to historic low levels across all environments aided by context-based strategies
• Emerging digital advertising markets posted stronger viewability performance 

Download the report today to utilize IAS’s market-leading global benchmarks for better media quality and marketing outcomes.

The post Media Quality Report – Emerging Markets in APAC See Media Quality Gains – Latest Report Reveals appeared first on Integral Ad Science.

Tony shares highlights from a recent IAS study that looks at the challenges that brands face when it comes to Media Quality as well as the agency-client tensions that can sometimes get in the way of business and brand goals.

A hugely insightful session that is now available to watch here

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Join Clem Birdsall, Director Strategic Partnerships and Grace Parker, Sales Manager at Integral Ad Science as they talk you through the key trends across Australia in viewability, ad fraud, brand safety and time in view from the latest IAS Media Quality Report.

This 15 minute video snapshot packs a punch and explains the trends that advertisers and agencies need to be aware of to ensure that they are achieving media quality in all their digital buys.

Download this insightful video 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 optimization, we also recognize 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 behavior 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 utilize IAS’s market-leading global benchmarks for better media quality today.

The post H1 2021 Media Quality Report appeared first on Integral Ad Science.

The latest Media Quality Report provides global benchmarks for viewability, brand safety and suitability, and ad fraud across digital environments and channels

Key highlights from the report include:

Indonesia Registered the Highest Brand Risk Globally on Desktop Display and Mobile Web Display  

After a year of unexpected news and events, advertisers in Indonesia saw brand risk levels rise. 

Brand risk on desktop display in Indonesia reached 8.2% H2 2020, the highest globally, while the worldwide average remained unchanged at 4.4% when compared to H2 2019. Other APAC markets such as Japan recorded an increase of 2.4 percentage points (pp) to 5.6%, Singapore 2.4%, and Vietnam which makes its debut this MQR reported 2.5% brand risk levels.

For mobile web display, the brand risk in Indonesia was reported at 16% in H2 2020, two and a half times higher than the worldwide average of 5.8%. Singapore and Vietnam for the same period reported lower brand risk levels of 3.5% and 3.0% respectively, whereas Japan and Australia increased 2.8 pp (to 10.4%) and 1.7 pp (to 4.2%) respectively. 

Video impressions witnessed an increased brand risk worldwide in H2 2020, a trend that tended to correlate to video ad impression volumes throughout the second half of the year. It indicates a correlation between brand risk and increased video consumption as a result of consumer stay-at-home behaviors. Adult content was the primary driver of increased brand risk across all formats worldwide, often followed by hate speech, a reflection of turbulent news cycles globally. 

Laura Quigley, SVP APAC at Integral Ad Science, says, “We’ve measured high levels of brand risk in APAC, especially Indonesia, and we encourage clients to not just monitor but optimise away from unsuitable environments that don’t meet their brand values. Brand risk is a very important metric to consider and has a direct impact on a brand’s reputation and value. 2020 introduced additional risky content, and marketers were divided on their approach. Some advertisers in APAC continued to run their advertising adjacent to coronavirus content whereas some withdrew for a short period. As the situation evolved, marketers adopted a more nuanced approach, not just blocking but also considering the context and sentiment of the adjacent content to drive audience engagement in high-quality, contextually suitable environments. Programmatic pre-bid targeting facilitates buying quality impressions and reducing wastage. As we emerge from the challenges of 2020, marketers must remember to regularly update their brand suitability settings. There is a strong pivot in the market towards brand suitability and contextual targeting is a viable, privacy-compliant solution for driving efficiencies, engagement, and ROI.”

APAC Viewability on Mobile App Ranked Lower Than the Global Average 

Viewability rose most in mobile app display environments, reaching a 72.1% worldwide average. This is likely as a result of wider adoption of the IAB Tech Lab’s Open Measurement Software Development Kit (OM SDK). Australia was the only APAC market that saw mobile app display viewability rise from 69.9% in H2 2019 to 73.0% in H2 2020, an increase of 3.1 pp. New Zealand reported a drastic reduction in mobile app display viewability, down 12.4 pp to 49.8% in H2 2020; the lowest globally. For other countries in the APAC region, mobile app display numbers were lower than the global average in H2 2020. India reported mobile app display viewability of 50.8%, Indonesia 65.2%, Singapore 69.9%. The lower viewability levels on mobile app results call for wider adoption of the OM SDK in the APAC region.

Compared to H2 2019, viewability on desktop display inventory decreased worldwide. 

Ad Fraud rates on Desktop Video Increased

In H2 2020, global ad fraud rates improved overall. Optimised-against-ad-fraud levels dropped across all devices and environments reported. In APAC, Japan and Australia were the only markets to witness significant increases in ad fraud rates. Japan experienced increases in optimised-against-ad-fraud rates for display impressions in both desktop and mobile web environments. Australia also witnessed an increase, particularly for desktop video, which saw an optimised-against-ad-fraud rate of 1.6%, twice the average rate a year earlier. 

For desktop display in H2 2020, Japan had the highest ad fraud rate globally at 2.9%, followed by Singapore at 2.6%, while the worldwide average was at 0.8%. It’s important for advertisers to deploy effective blocking or use pre-bid to reduce wastage. 

The latest Media Quality Report shares unique insights extracted from the trillions of data events IAS measures globally each month. The full report can be downloaded below.

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Our recently launched Media Quality Report corresponds to the second half of 2019 and in addition to insights from Australia and New Zealand we have released benchmarks for 11 other markets including the UK, US, Germany, Japan, Singapore and more.

In this 35 minute on demand webinar we take you through:

• What the Media Quality Report measures and how IAS compiles the results
• Metric definitions and why they are important
• An overview of how Australia and New Zealand performed against other countries
• A deep dive into each metric and insights into what the results are telling us 

Watch our demand webinar now, or more information download our H2 2019 Media Quality Report

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That means advertisers have prioritized clean impressions and publishers to deliver relevant engaging content and online experiences to garner longer ad exposure times, a great proxy for attention and engagement, according to Integral Ad Science’s Media Quality Report (MQR) for the second half of 2019.

Australia’s brand risk for desktop display improved from 4.6% ‘unsafe’ content in the second half of 2018 to 1.9% in the second half of 2019. Australia’s brand risk on mobile web video was also significantly reduced from 8.7% in the second half of 2018 to 4.2% in the second half of 2019, compared to the worldwide average at 7.7%.

Australia saw decreases in brand risk across environments and formats, primarily driven by a reduction in programmatic brand risk compared to H1 2019.

To put this in perspective, Australia’s next-door neighbour New Zealand’s brand risk scores slid backward over the same period.

New Zealand observed an increase in brand risk in the desktop display from 4.4% in the second half of 2018 to 5.1% in the second half of 2019. Brand risks for New Zealand also increased in mobile web display up from 5.2% in the second half of 2018 to 6.7% in the second half of 2019.

For viewability rates, Australia’s rose across all formats and environments in the second half of 2019 as compared to the previous year, desktop display stood at 71.7%, desktop video at 75.5% as compared to the worldwide average of 71% and 74.1% respectively.

Mobile in Australia also continued to show positive performance for viewability, mobile web video inventory hit 70.9% in the second half of 2019, a huge improvement from 63.9% in the second half of 2018. Mobile app display reported 69.9% viewability beating the worldwide viewability rate of 68.7%.

This is because the increased global viewability metrics were programmatic inventory, which saw greater margins of increase than publisher-direct inventory both globally and within individual markets.

“Advertisers are making mobile viewability a priority in light of a consumer behaviour shift towards increased mobile use. The report shows a significant increase in viewability benchmarks, across all environments, year-on-year,” said James Diamond, managing director for Australia and New Zealand at IAS.

“It is particularly positive to see inventory exceeding 70% viewability in desktop display and video, with mobile web and app approaching this target at speed. To access consumers in the right place, at the right time, with the right message, an additional focus is needed to ensure brand suitability strategies and proactive ad fraud protection are implemented across the mobile environment”.

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