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Advertisers in APAC see programmatic gains: IAS report – ET BrandEquity

Advertisers in APAC see programmatic gains- IAS Media Quality Report

Desktop display registered the highest ad fraud rate of all the channels worldwide at 0.8% and Indonesia was the only country in the region with lower fraud (0.5%) than the global average. Australia and India stood at 1.1% while Singapore registered the second-highest ad fraud globally (2.1%). Mobile web video remained the safest inventory with an optimised ad fraud rate of 0.3%.

Integral Ad Science (IAS),has released the Media Quality Report for H1 2020 providing insights into the quality of media in 15 countries around the world.

Programmatic buys across all channels had lower ad fraud rates (both optimised and non-optimised) as compared to publisher direct buys- barring Japan. Japan experienced an uptick in optimised ad fraud rates for desktop display and mobile web display, making it the only market reporting fraud rates above 2.5%. Relatively modest adoption of anti-fraud solutions and Ads.txt in Japan has left the door open for increased levels of invalid traffic activity, particularly for programmatically transacted inventory.

Laura Quigley, APAC managing director, IAS, said, “The strong performance of programmatic buys is most likely due to the wide use of pre-bid filters. This data should offer APAC advertisers the confidence to further invest in programmatic to drive efficiency for their campaigns across platforms.”

A summary of the report is as follows:

Ad Fraud

Indonesia has the lowest mobile web display ad fraud rate globally and Japan registered the highest optimised ad fraud on both desktop and mobile display. Global ad fraud rates remained exceptionally low when campaigns were protected against invalid traffic schemes.

Desktop display registered the highest ad fraud rate of all the channels worldwide at 0.8% and Indonesia was the only country in the region with lower fraud (0.5%) than the global average.

Brand Risk

Indonesia and Japan pose the highest brand risk globally on mobile web display, Australia is the safest for video impressions and Singapore enjoys the lowest brand risk in desktop display in the world.

Increases in programmatic brand risk levels and violence-related content drove the spike in the brand risk results in Japan. Australia and on the other hand, had notable reductions in total brand risk for video impressions for both desktop video and mobile web video.

Viewability

The report said that programmatic inventory remains a key driver for viewability globally and Japan and New Zealand have achieved double-digit year-on-year improvements.

While rising viewability levels were most pervasive and significant for mobile web display, with Japan and New Zealand in the region achieving double-digit year-on-year improvements, Australia took the lead in APAC registering 73.1% desktop display viewability with all other countries in APAC hovering behind the global average of 71.9%.

In mobile web display, Australia outperformed every other country in terms of viewability. Singapore came a distant second in the region (67.9%) marginally above the global average (67.6%) while Japan’s viewability improved to 51.9%.

Time-in-view

Indonesia led mobile web display and Australia led mobile app display time-in-view, globally. Global average time-in-view was highest for mobile app display, rising 4.0 seconds year-on-year.

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Australia (27.9s) achieved the highest time-in-view average for mobile app display and Indonesia led mobile web display time-in-view at 25.2 seconds. Both the markets were well ahead of the worldwide mobile web display average.




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