Australia Ad Display Viewability Weakens In Second Quarter 2015

Integral Ad Science, a company skilled in quantifying digital media quality, has released its Q2 2015 Media Quality Report. Based on the analysis of hundreds of billions of impressions in April-June 2015, the report highlights 7.4 per cent of Australian advertising impressions were found to be fraudulent while display viewability has markedly declined from earlier in the year.

In other markets, such as the UK, Integral Ad Science has seen improving rates of viewability as publishers respond to pressure from advertisers and agencies for better quality media, yet in Australia display viewability has dropped from 44.4 per cent last quarter to 40.8 per cent this quarter.

James Diamond, managing director Australia and New Zealand, Integral Ad Science said, “The drop in viewability may be explained by more dollars shifting into exchanges where we typically see lower levels of viewability. However, while this is only the second media quality report for the Australian market it should serve as a wakeup call for the Australian market.

“While fraud has fallen from 8.7 per cent to 7.4 per cent, it remains unacceptably high and as an industry we must up our efforts to reduce fraud. It is wasting marketing budgets, incentivising the creation of malware and taking money away from real publishers that are investing in creating great content.”

Integral Ad Science believes that that the Australian advertising industry will see an improvement in these numbers over the next 12-18 months.

“In fact, we have noticed that now many major advertisers have begun measuring viewability and factoring this as well as media quality in general into their KPIs. Advertisers are starting to realise how important it is to buy good quality media and so demand for viewable, fraud free and brand safe media is rising. Publishers will start to respond to that soon. You can expect to see CPMs go up as media quality improves,” said Diamond.

Additionally, where brands want to ensure their ads appear alongside appropriate content, the Q2 2015 report highlights that the risk of inappropriate placement within networks and exchange environments as well as publishers direct saw 13.6 per cent of advertising impressions affected.

In Australia, TRue Advertising Quality (TRAQ) for display media decreased since Q1 2015 for networks, exchanges and publishers direct from 601 to 586 driven primarily by a decrease in viewability.

“It is heartening to see the percentage of risky content in the Australian market reduced, which may reflect a realisation by publishers in Australia that brands are shying away from violent, alcohol, drug and adult related content and directing their marketing dollars to safer content,” added Diamond.

Integral Ad Science’s Q2 2105 Media Quality Report highlights the state of media quality in global online advertising across display and video inventory. By processing impressions quarterly, Integral Ad Science can analyse the industry on a broad and representative level, across media quality metrics: TRAQ (TRue Advertising Quality), Brand Quality, Viewability, and Ad Fraud.

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