2023-01-06-IAS-2022上半年媒体质量报告_41页_1mb

报告摘要

Purpose: The report emphasizes evolving digital media trends and highlights media quality as crucial for business outcomes. Integral Ad Science (IAS) uses data benchmarks to provide actionable insights.
Key Definitions:
- Viewability: Ad impressions where at least 50% of pixels are visible for at least one second (display) or two seconds (video), based on MRC standards.
- Ad Fraud: Invalid traffic (IVT) or non-viewable impressions from deliberate fraud, classified as optimized (mitigated) or non-optimized (unprotected).
- Other terms include optimized fraud, ad completion, time-in-view, and brand risk (pages with harmful content).

Media quality saw overall improvements, with higher viewability rates in various formats. Mobile web display ads had lower viewability, while video ads showed gains.
There was a reevaluation of targeting; high viewability targets (e.g., ≥60%) optimized reach and cost-per-conversion but could reduce scale.
Global metrics like ad completion and time-in-view declined slightly, but fraud rates increased significantly for unprotected campaigns.

Worldwide viewability rates rose by 2-15 percentage points between 2019 and 2022, with mobile web display averaging 66.9% and video boasting over 80%.
An optimal viewability target was found at ≥60%, balancing conversion rates, CPC, and reach. Countries like Belgium and Italy showed strong gains.

Desktop video completion rates were higher than mobile web, with global increases observed across all quartiles. First quartile completion rose by 1.3-1.5 points, and drop-off rates decreased slightly.

Average display time-in-view declined 3-11% annually across environments. Desktop experienced the steepest drop despite being the highest in view-time. Countries like Argentina showed country-level variations.

IVT increased nearly universally, with non-optimized campaigns facing up to 3.8% annual fraud rate jumps. Optimized campaigns saw smaller increases (0.1-0.4%). Desktop and mobile environments were affected, with mobile showing higher rates.

Brand risk continued to decline below 2.5% globally, with countries like Indonesia and the US leading reductions. Mobile web video ads in the US showed the highest brand risk improvements.

Social Contextual Targeting: IAS is expanding into social media and CTV with partnerships to enhance targeting and privacy-compliant solutions.
Connected TV & Audio: CTV ad spend grows rapidly, and audio advertising is booming; IAS aims for advanced verification tools.
Gaming: Video games present challenges; partnerships with platforms like Anzu will address brand safety and measurement in gaming environments.