We’re still not very safe when it comes to brand risk says a new report from verification company Integral Ad Science. In fact, Australia has a higher than average rate of ads ending up on porn sites and places with highly offensive language.
The Media Quality Report is for the first quarter of this year and shows programmatic advertising continues to have a higher risk of brand safety issues compared to ads booked by agencies.
The report takes into account a number of media metrics to determine an overall score. The metrics include brand safety, viewabiltiy, ad fraud, ad clutter and enhanced video metrics. They’re collated in a TRAQ (true advertising quality) score. The lower the score, the more at risk you are.
And Australia’s score is 565. This is compared to UK’s 581, the US’s 604, Germany’s 632 and France’s 681. It means the potential risk of ad placement in naughty sites (which still make up three quarters of whoopsie placements) is rated at 11.6 per cent. Germany’s is 9.9 per cent, the US is 9.1 per cent, the UK is 7 per cent and France is down at 6.9 per cent.
Still, it’s an improvement from the same report at the end of last year, as the risk was 13 per cent in Q4 2015.
Viewability – having half the ad in vision for at least one second – is up as a whole, but Australia still remains lower than many other countries.
“It’s great to see we are improving on a number of measures, but we are still a long way behind other nations,” said James Diamond, Integral Ad Science’s managing director.
“I believe the lower scores reflect a lower level of attention given to these metrics and with more tracking and greater adoption of measurement technologies like IAS’s Edge platforms we can expect to see these figures continue to improve”.
Viewability continues to remain a priority for many media agencies. While industry body for digital advertising, the IAB (Interactive Advertising Bureau), says we don’t have the technologies in place to properly start trading on just viewable impressions, many media agencies are side-stepping this approach and launching their own client offerings for viewability. Check out the current landscape here.
While the report from Integral Ad Science makes for rather dire reading, Australia is good at combatting ad fraud.
Only 4.3 per cent of online ad traffic in Australia is classified as invalid – whereas in the UK it’s 5 per cent, Germany is 5.9 per cent, France is 7.7 per cent and the US is 8.3 per cent.
In this guest post, founders of The Daily Aus Sam Koslowski and Zara Seidler discuss why in order to stay in the game and keep its user, social media giant Facebook needs to do more to combat hate speech… For young Australians, Facebook is on the decline. Unless the platform better responds to its user’s […]
A brave move has paid dividends for Baskin-Robbins Australia who recently announced they won the award for Best Digital Initiative at last week’s QSR Media Awards. Baskin-Robbins Australia’s Master Licensee, Palm Oasis Ventures took a risk in launching a digital winter campaign targeting a new millennial and Gen Z demographic when it partnered with Netflix to launch season 3 of the streaming giant’s most popular show, the sci-fi horror series, Stranger Things.
Leading eCommerce website development agency, Convert Digital, has achieved the coveted Magento Gold Status from Adobe. This accomplishment has been reached following the agency’s continuing work with the Magento 2 platform - platform that is incredibly robust and offers unrivalled flexibility and scalability.
Influencer marketing agency Born Bred Talent has partnered with the Starlight Children’s Foundation to mobilise their talent roster and support the Stream Raiser campaign, contributing over $95k in donations thanks to virtual fundraising efforts. With a combined reach of 6.2 million across Instagram, TikTok and Twitch, 9 Australian influencers contributed 76% of the $124k raised […]
In 2020, the ‘new wave’ of youth consumers have inspired the world with their activism and fundraising, so eGEN is proud to have partnered with UNICEF, Loserfruit and friends to help gamers fight COVID and help the world’s most vulnerable children. The world’s most famous strawberry will be joined by her Click crew for a […]
Silverbullet Data Services Group (Silverbullet), has become one of only four businesses globally to achieve Adobe Specialisation in EMEA for Adobe Audience Manager. Adobe Specialised Partners are acknowledged as the most skilled technical practitioners throughout the global partner ecosystem. Specialisations are earned after organisations achieve a level of certified expertise in an Adobe solution and […]
Food company General Mills has partnered with Zyper, a marketing platform that connects brands with their superfans, to build virtual fan communities for General Mills’ brands. As part of the agreement, General Mills will use Zyper’s software to initially identify the Betty Crocker and Fibre One brands’ top one per cent of fans on social […]
Facebook is continuing its Facebook Australia Groups Impact Fund, today announcing $500,000 in funding for the program. The grant was originally designated for bushfire recovery groups, however, has now been extended to local communities across the country who might be facing hardship. Facebook said it is on the lookout for groups that have a positive […]