APAC Sees Lowest Invalid Traffic Rates In New DoubleVerify Study

APAC Sees Lowest Invalid Traffic Rates In New DoubleVerify Study

DoubleVerify has today released its 2021 Global Insights Report, an annual study on the current state of media quality and performance on the Internet.

For the study, DV analyzed more than one trillion impressions in 80 markets across more than 2,100 brands. The report provides a market-by-market analysis for North America, LATAM, EMEA, and APAC of video and display impressions measured year-over-year (YoY) from May 2020 to April 2021 across desktop and mobile web, mobile app, and CTV.

“Now more than ever, global advertisers demand greater clarity and confidence in their digital investments,” said Mark Zagorski, CEO of DoubleVerify. “Brands want evidence of campaign quality and performance to maximize the effectiveness of online advertising. This report reflects the key challenges affecting the ad ecosystem globally – benchmarking the industry at large while offering in-depth data and analytics to help brands optimize digital strategies.”

The report found that APAC experienced the lowest overall sophisticated invalid traffic (SIVT)/fraud violation rates at 0.8 per cent, compared with North America (1.5 per cent), EMEA (1.6 per cent), and LATAM (1.1 per cent). In Australia, fraud rates fell 15 per cent YoY to 1.1 per cent as advertisers realized the importance of adopting programmatic (pre-bid) ad fraud prevention tools.

“Brands working with DoubleVerify in Australia are protected from the risks of ad fraud, poor brand placement, and the media wastage that comes from ads served in unsuitable environments,” said Imran Masood, Country Manager, ANZ of DoubleVerify. “We are driving ahead with the push for media quality and believe that advertisers should only be buying ads that are seen, in a safe environment, by a real person, in the intended geography.”

APAC Snapshot:

  • Low Fraud Rates in APAC: APAC experienced the lowest overall SIVT/fraud violation rates at 0.8 per cent, compared to North America (1.5 per cent), EMEA (1.6 per cent), and LATAM (1.1 per cent).
  • Australia: Fraud rate fell by 15 per cent to 1.1 per cent.
  • Mobile Leads the Way in APAC: 88 per cent of DV verified video impressions in APAC are delivered through mobile devices, almost doubling that of the rest of the world at 45 per cent. Quality in this channel has also improved. App fraud dropped from 12 per cent to 3 per cent of total fraud/SIVT, and mobile app video viewability increased by 26 per cent, giving APAC an 80 per cent mobile app video viewability rate.
  • Strides in Addressing Brand Suitability Violations: APAC saw a significant 25 per cent YoY decrease in brand suitability violations, dropping from 11.4 per cent to 8.5 per cent. This meant that it overtook both the EMEA (9.8 per cent) and LATAM (9.2 per cent), trailing only the mature North America market (6.9 per cent).
  • More Can be Done to Improve Viewability: Despite APAC advertisers achieving a 4 per cent YoY increase in display viewable rate at 62 per cent, it still trails other regions. APAC performed better when it came to video viewability. After a 12 per cent YoY increase,  APAC’s video viewable rate was 74 per cent, which is ahead of North America while still trailing EMEA and LATAM.

Global Snapshot: 

  • CTV & Mobile Video Surge  Over the last year, the volume of video ad impressions globally has increased 56 per cent. Mobile web, with 104 per cent growth YoY, and CTV, with 87 per cent growth YoY, have driven the trend. \
  • Keyword Blocking Is Down – Advertisers have become more sophisticated in avoiding unsuitable content, as the global brand suitability violation rate thus far in 2021 is 12 per cent lower as compared with the full year of 2020. Also, keywords make up a smaller share of overall violations YoY, falling from 13 per cent to 7 per cent. These changes show a maturing industry, moving beyond keywords alone to embrace inclusion/exclusion lists and contextual content categories at DV’s guidance.
  • Programmatic Closes the Gap – Globally, the gap in media quality between programmatic and publisher-direct is closing. For the first time ever, DV found that the brand suitability violation rate and fraud/SIVT violation rates for programmatic (7.3 per cent and 1.4 per cent) and publisher direct buys (7.4 per cent and 1.4 per cent) now come within 1 per cent of each other. Just one year ago, the programmatic brand suitability violation rate was 18 per cent above publisher direct, and the programmatic fraud/SIVT violation rate was 6 per cent higher than publisher direct media partners.
  • Half a Million Fraudulent Devices Daily – Despite the drop in APAC, fraud remains a problem globally as DV detects 500,000 new fraudulent devices every day. Mobile app video was particularly plagued, with fraud rising nearly 50 per cent YoY.
  • Video Often Seen But Not Heard  Audibility remains a challenge especially on desktop and mobile web, with fewer than 15 per cent of all video ads both audible and in-view on completion (AVOC).
  • Pandemic’s Impact on Performance – In its Global Insights Report, DV has also created an “Attention Index,” evaluating ad “Attention” based on “engagement” and “exposure.” Engagement measures how users interact with ads and exposure quantifies how the ad is displayed on the page. Notably, while campaigns in travel and media and sports had smaller buys, decreasing exposure, both still drove better-than-average consumer engagement. Similarly, entertainment advertisers saw higher engagement YoY, despite decreased engagement.

 




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