IAS-2020年下半年媒体质量报告（英文）-2021.4-29页_2mb

Media Quality Report Summary - H2 2020

Core Content

This report provides an overview of media quality metrics in the digital advertising industry during the second half of 2020. It includes data on viewability, time-in-view, ad fraud, and brand risk, with insights on how global events and consumer behavior shifts impacted these metrics.

Main Points

• Global Context: 2020 was marked by significant global events such as the pandemic, racial justice movements, and civil unrest, which led to changes in consumer behavior, with more attention directed towards screens.
• New Markets and Metrics: Five new markets (Argentina, Belgium, Brazil, Poland, Vietnam) were added to the report, along with two new metrics: connected TV (CTV) viewability and mobile app video viewability.
• Viewability:
  • Desktop video viewability slightly decreased, while mobile web video viewability increased by over 2 percentage points, becoming the most viewable format at 73.7%.
  • Mobile app display viewability also saw an increase, reaching 72.1% globally.
  • The U.S. and Canada experienced the highest year-over-year growth in viewability for mobile app display.
• Time-in-View:
  • Desktop display time-in-view increased slightly to 23.2 seconds globally.
  • Mobile web display time-in-view decreased to 15.2 seconds, with Japan, Germany, and Italy seeing the most significant drops.
  • Mobile app display time-in-view dropped by 5.2 seconds on average, with New Zealand experiencing the steepest decline.
• Ad Fraud:
  • Global ad fraud rates improved, with optimised campaigns maintaining rates below 1%.
  • Non-optimised campaigns had significantly higher fraud rates, up to 11 times higher than optimised ones.
  • France and the U.S. led the reductions in ad fraud rates across all environments.
  • Japan and Australia saw notable increases in ad fraud rates, particularly in desktop video.
• Brand Risk:
  • Brand risk increased due to the rise in video ad consumption, especially linked to adult and hate speech content.
  • Desktop video campaigns had the highest brand risk at 7.7% globally, with the U.S. and Spain experiencing the largest increases.
  • Mobile web video had the highest brand risk at 8.6% globally, with the U.S., France, Germany, and Canada facing the highest risk levels.
  • Display impressions had lower brand risk than video ads, with Poland and India showing significantly lower risk in publisher direct inventory.

Key Information

• Viewability Metrics:
  • Desktop video: 71.0% (2020) vs 74.1% (2019)
  • Mobile web display: 62.9% (2020) vs 63.3% (2019)
  • Mobile web video: 73.7% (2020)
  • Mobile app display: 72.1% (2020)
• Time-in-View Metrics:
  • Desktop display: 23.24 seconds (2020) vs 22.79 seconds (2019)
  • Mobile web display: 15.24 seconds (2020) vs 15.51 seconds (2019)
  • Mobile app display: 19.21 seconds (2020) vs 24.47 seconds (2019)
• Ad Fraud Metrics:
  • Optimised ad fraud rates: 0.8% (2020) vs 1.1% (2019)
  • Non-optimised ad fraud rates: 8.6% (2020) vs 11.9% (2019)
  • Mobile web video: 0.3% (2020) optimised, which is the lowest among all formats.
• Brand Risk Metrics:
  • Global brand risk: 4.4% (2020)
  • Desktop video: 7.7% (2020)
  • Mobile web video: 8.6% (2020)
  • Poland: 1.6% (2020)
  • India: 1.8% (2020)
  • Singapore: 2.4% (2020)
  • Vietnam: 2.5% (2020)
  • Italy: 2.6% (2020)
  • Australia: 2.9% (2020)
  • Sweden: 3.4% (2020)

Conclusion

The H2 2020 Media Quality Report highlights the evolving landscape of digital advertising, emphasizing the importance of viewability, time-in-view, ad fraud mitigation, and brand risk management. As the industry adapts to new consumer behaviors and global events, the report serves as a crucial tool for advertisers and publishers to benchmark and strategize effectively.