DoubleVerify Report: As Ad Dollars Move to Connected TV, Fraud Schemes Spike 70% Globally
DoubleVerify (“DV”), a leading software platform for digital media measurement, data and analytics, today released its 2022 Global Insights Report, analysing media quality and performance trends from more than one trillion impressions delivered across over 2,100 brands in 80 markets. This fifth year anniversary report explores how far the industry has come since 2017.
“The good news is that verification is working,” said Mark Zagorski (main image), CEO, DoubleVerify. “DV’s first-ever Global Insights Report, published in 2017, reported display viewable rates at 52 per cent and video viewable rates at 59 per cent. Now, they are near or above 70 per cent. Additionally we saw brand safety violations decrease for the second year in a row, while the number of fraud schemes we were able to protect our clients from increased. Based on our stats, it is clear that verification technology is making the internet stronger, safer and more secure.”
The report provides a market-by-market analysis for North America, LATAM, EMEA and APAC across video and display impressions measured year-over-year (YoY) from January-December 2021, including desktop and mobile web, mobile app, and connected TV (CTV). Key takeaways from our analysis this year include:
Record Spike in Fraud Schemes, Driven by CTV and Video — The number of fraud schemes uncovered by DV spiked by over 70 per cent year-over-year from 2020 to 2021. This year, an unprecedented number of schemes targeted CTV and video – the most complex and sophisticated of which included OctoBot, SneakyTerra, ViperBot and SmokeScreen. We estimate these schemes alone attempted to steal more than $6-8 million each month from advertisers – and are costing publishers, too. DV estimates show that these CTV schemes alone may have siphoned $140 million from publishers in 2021.
Brand Safety Violations Decrease for 2nd Year in a Row — The post-bid brand suitability violation rate continues to fall, and is now 9% lower than last year for an overall rate of 7.1 per cent – meaning advertisers see brand suitability violation rates decrease as their verification strategy matures. DV also saw momentum for a brand safety and suitability floor. In 2019, the Global Alliance for Responsible Media (GARM) and the 4A’s released the brand safety floor and suitability framework. The brand safety floor identifies topics and content that are considered unsafe and never appropriate for monetisation. Ninety-three percent of the advertisers DV analysed leverage at least one brand safety floor category for avoidance, blocking and or monitoring, and 61% use all floor categories.
Video Ads See Impressive Growth in Attention, Driven by CTV — Video Completion typically refers to the number of times a video plays to the end, often broken up into quartile metrics to indicate levels of video performance and attention (e.g. 25 per cent Complete, 50 per cent Complete, 75 per cent Complete, 100 per cent Complete). DV has seen moderate, steady improvement in quartile-level completion rates for quartiles 1, 2, and 3 over the last three years. However, Video Completion Rate (VCR) has drastically improved from 62 per cent in 2019, to 67 per cent in 2020, to 71 per cent in 2021. This increase is likely due to increased measurement on CTV, where VCR climbed three per cent year-over-year and is now at 95.6 per cent.
Post-bid Quality Violations Decline for Second Year — Increased adoption of pre-bid verification is driving declines in post-bid violations (brand safety/suitability, fraud and geo infractions). Pre-bid activation of verification solutions allows advertisers to reduce blocks by evaluating whether a programmatic impression will be brand-suitable, fraud-free, and in geo before the bid takes place. Advertisers deploying pre-bid verification through the media transaction are seeing marked improvement in the quality of their buys, with post-bid violation rates falling six per centyear-over-year. Overall, DV advertisers now experience an average of just 10 per cent post-bid violations across all quality measurement criteria.
Experience is Driving More Sophisticated Verification Strategies — The number of years a brand has worked with a verification provider typically equates to greater sophistication and understanding of the value of such verification tools, ultimately resulting in lower violation rates, greater campaign quality, and efficiency. DV found that long-standing verification users are most likely to adopt a wider set of verification tools, preventing fraud and brand suitability infractions before an ad is served. These advanced advertisers saw a 9.4 per cent post-bid violation rate in 2021– six per cent below the global average and 28 per cent below more recent adopters.
For APAC & Australia specifically key findings include:
- APAC has the lowest post-bid fraud rate at one per cent, compared with North America (1.5 per cent), EMEA (1.4 per cent) and LATAM (1.3 per cent). This doesn’t mean that fraud isn’t present in APAC, just that pre-bid controls are likely eliminating fraud before it can be processed for post-bid blocking or monitoring.
- Australia’s post-bid fraud rate is 1.4 per cent – the second highest in APAC, behind Hong Kong (two per cent).
- APAC brand suitability violations dropped by 31 per cent year-over-year to 6.9 per cent, capturing how sophisticated brands have become with their policies to balance protection with the ability to scale. Only North America (6.6 per cent) has a lower violation rate, with EMEA (9.4 per cent) and LATAM (10.3 per cent).
- Australia brand suitability violations dropped by 17 per cent to a 8.2 per cent violation rate, the third highest in APAC behind New Zealand (9.5 per cent) and Malaysia (8.6 per cent).
- APAC Video Viewable rates are the highest in the world, up 17 per cent to a 82.8 per cent rate. This compares to EMEA (75.1 per cent), LATAM (77.4 per cent) and North America (71.1 per cent)
- Although comparatively high on a global basis, Australia video viewable rates are down eight per cent to 72 per cent, the second lowest in APAC, behind Hong Kong (64 per cent).
- Display Viewable rates in APAC are increasing, but at 64.6 per cent remain five percentage points below the display viewable 70 per cent threshold recommended by the IAB. Only EMEA has a lower display viewable rate (64.4 per cent), with North America (66.7 per cent) and LATAM (71.9 per cent).
- Australia display viewable rates are joint-third highest in APAC, up six per cent to a display viewable rate of 69 per cent, equal to Indonesia (69 per cent) and behind Malaysia (71 per cent) and Philippines (75 per cent).
“The report demonstrates that actions like pre-bid controls, cleaning up keyword lists and implementing Authentic Brand Suitability targeting is having a real impact on the performance of brand campaigns across Australia and the rest of APAC, ” said Imran Masood, Country Manager of DoubleVerify, AUNZ. “We are also seeing the effects of brands and their agencies deploying more sophisticated verification strategies which is driving lower violation rates, greater campaign quality, and efficiency.”
Please login with linkedin to comment
DoubleVerifyLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.