IAS-2019上半年媒体质量报告（英文）-2019.9-24页_4mb

Global Media Quality Report - H1 2019 Summary

Core Content

The Global Media Quality Report for H1 2019 provides an overview of the state of digital advertising quality, focusing on viewability, time-in-view, and brand risk. It highlights the challenges and trends in the industry, particularly with the rise of programmatic advertising and the increasing volume of content creation. The report also emphasizes the role of Integral Ad Science (IAS) in measuring and verifying media quality across the globe.

Main Points

What's New?

• Media Quality Verification and Protection: These remain critical priorities in the digital advertising industry.
• Programmatic Growth: The increasing share of programmatic transactions and content creation has intensified the need for real-time verification.
• Global Reporting: The report introduces annual country-specific editions, with a global overview updating key benchmarks in the first half of the year.

Viewability

• Global Viewability Averages: Surpassed 60% across all formats and environments in H1 2019.
• Desktop Video: Achieved the highest average at 71.9%, up from 69.4% in H1 2018.
• Mobile App Display: Improved the most in absolute terms, rising from 53.5% to 62.3%.
• Italy: Recorded the highest viewability rate at 80.4% for mobile web video.

Time-in-View

• Global Average: 23.53 seconds for desktop display, the highest among all formats.
• Device Comparison:
  • Desktop Display: 23.53s
  • Mobile Web Display: 15.58s
  • Mobile App Display: 20.18s
• Country Insights:
  • Italy: Highest time-in-view at 28.7s for desktop display.
  • Australia: Highest time-in-view for mobile web display at 18.5s.
  • UK: Top in mobile app display at 22.5s.

Ad Fraud

• Global Trends:
  • Optimized Fraud Rates: Slightly increased between H1 2018 and H1 2019.
  • Non-Optimized Fraud Rates: Declined globally, reflecting a global average.
• Country Insights:
  • Japan and Australia: Showed the highest improvements in optimized fraud rates.
  • New Zealand: Remained the least fraud-prone market, with optimized fraud rates at 0.4% (desktop) and 0.3% (mobile web).
  • Desktop Video Fraud: Dropped below 1.0% globally, with notable improvements in the US, UK, and Italy.

Brand Risk

• Global Reduction: Brand risk levels decreased across all formats and environments.
• Key Metrics:
  • Desktop Display: Global risk dropped from 6.0% to 4.7%.
  • Desktop Video: Risk decreased from 7.6% to 6.9%.
  • Mobile Web Display: Risk dropped from 6.7% to 5.9%.
  • Mobile Web Video: Risk remained stable at 7.8%.
• Country Insights:
  • Italy: Safest market overall, with 1.9% risk on desktop display (down from 2.8%).
  • Japan: Recorded the steepest reduction in brand risk, from 12.8% to 6.5% on mobile web display.
  • Germany: Brand risk remained above the global average due to alcohol-related content and a self-regulatory environment.
  • New Zealand: Maintained low brand risk levels, with 3.0% on mobile web display.

Key Information

• Viewability Definition: Based on MRC standards, a display ad is viewable if at least 50% of pixels are on screen for 1 second, while a video ad is viewable if at least 50% of pixels are on screen for 2 continuous seconds.
• Time-in-View Methodology: Updated in H1 2019 to use arithmetic mean instead of geometric mean, improving benchmarking accuracy.
• Ad Fraud Definition: Any activity that prevents ads from reaching real users, causing financial or opportunity loss.
• Optimized vs. Non-Optimized Fraud: Optimized campaigns show better fraud mitigation, with lower rates globally.

About IAS

• Integral Ad Science (IAS): A global leader in digital ad verification.
• Mission: Provides insights and technology to protect advertising investments and enhance consumer engagement.
• Headquartered: In New York with operations in 22 offices across 13 countries.
• Parent Company: Part of the Vista Equity Partners portfolio.
• Website: www.integralads.com

Contact and Follow

• Email: info@integralads.com
• Social Media: Follow IAS for updates and insights. (Image provided for social media links)

References

1. "Programmatic 2018: The Tipping Point," Magna Global, October 2018
2. "IDC Data Age 2025 Study," International Data Corporation (IDC), April 2017
3. Time-in-view calculations shift from geometric mean to arithmetic mean in H1 2019
4. "Assessment of Young People's Exposure to Alcohol Marketing in Audiovisual and Online Media," RAND Europe, September, 2012; European Center for Monitoring of Alcohol Marketing, April 2019