IAS-2018上半年英国媒体质量报告（英文）-2018.10-23页-3mb

H1 2018 UK Media Quality Report Summary

Core Content

This report provides an in-depth analysis of media quality in the United Kingdom during the first half of 2018, focusing on viewability, time-in-view, ad fraud, and brand risk. It highlights how advertisers can protect their investments by understanding and measuring these factors, which directly impact campaign effectiveness and brand perception.

Main Points

1. Viewability Trends

• Desktop Display Viewability: Improved by 19% from 53.3% in H2 2017 to 63.4% in H1 2018.
• Desktop Video Viewability: Slightly decreased by 2.5% to 64.5%.
• Mobile Web Display Viewability: Lower than desktop, at 69.0% for video, which outperformed desktop display.
• Mobile App Display Viewability: Significantly lower, at 48.2% overall, with slight improvement in publisher direct buys to 49.7%.
• Ad Size Impact: Vertically oriented ads (e.g., skyscrapers) had higher viewability than horizontally oriented ones.

2. Time-in-View Metrics

• New Addition: Time-in-view metrics were introduced for the first time in the report.
• Average Duration:
  • Desktop Display: 10.88 seconds
  • Desktop Video: 14.53 seconds
  • Mobile Web Display: 8.13 seconds
  • Mobile Web Video: 11.81 seconds
• Programmatic vs. Publisher Direct:
  • Programmatic video had the longest time-in-view at 15.90 seconds.
  • Programmatic and publisher direct buys showed similar performance in generating high time-in-view impressions.

3. Ad Fraud Insights

• Optimised Fraud: Campaigns with fraud mitigation strategies had lower fraud rates.
• Desktop Fraud:
  • Display: Increased slightly from 0.8% to 1.0%.
  • Video: 1.4% on average, higher than display.
• Mobile Fraud:
  • Web Display: 0.4%
  • Web Video: 0.5%
  • Both are lower than desktop.
• Consistency: Optimised fraud benchmarks remained relatively stable, indicating that effective strategies can keep fraud levels low.

4. Brand Risk Analysis

• Overall Risk Levels:
  • Desktop Display: 4.5%
  • Desktop Video: 10.6%
  • Mobile Web Display: 4.2%
  • Mobile Web Video: 9.1%
• Risk Categories:
  • Illegal Drugs: The most common risk category, particularly on desktop video (40.7% of total risk).
  • Moderate Risk: Dominated across all platforms.
• Buy Type Impact:
  • Programmatic: 4.3% for desktop display, 5.5% for mobile web video.
  • Publisher Direct: 3.0% for desktop display, 11.4% for mobile web video.

Key Information

• Mobile Web Performance: Mobile web video had the highest viewability (69.0%) and relatively lower brand risk compared to desktop.
• Time-in-View Importance: Advertisers need to consider not just whether an ad is viewable, but how long it remains in view to assess its effectiveness.
• Fraud Mitigation: Advertisers who use fraud mitigation strategies see better performance and lower fraud rates.
• Content Risks: Certain content categories (e.g., illegal drugs, violence, hate speech) pose significant brand risk and require careful monitoring.

What's New in H1 2018

• Expanded Mobile Data: First inclusion of UK mobile web and app display data.
• Time-in-View Benchmarks: Introduced to provide deeper insights into ad exposure and campaign impact.
• Global Brand Risk Benchmarks: Updated to reflect a global average, offering more strategic context.

About IAS

Integral Ad Science (IAS) is a global leader in ad intelligence, helping advertisers and publishers protect their investments, maximize impressions, and drive business impact. With global operations in 13 countries, IAS is recognized for its innovation and growth in the advertising ecosystem.

• Contact:
  • Email: infoUK@integralads.com
  • Website: www.integralads.com/uk
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Conclusion

The H1 2018 UK Media Quality Report underscores the importance of viewability, time-in-view, fraud mitigation, and brand risk in assessing the effectiveness of digital advertising. With the introduction of time-in-view metrics and expanded mobile data, advertisers now have more tools to evaluate and optimize their campaigns for better performance and ROI.