2021上半年媒体质量报告（英）-38页_1mb

Media Quality Report Summary - H1 2021

Introduction

The Media Quality Report (MQR) provides global performance metrics across key categories based on data from Integral Ad Science. It highlights how media quality metrics reflect changes in consumer behavior and the evolving digital advertising landscape, particularly in the context of the ongoing impact of the coronavirus pandemic. The report aims to help ad buyers and sellers benchmark their campaigns and inventory, contributing to building trust and transparency in the digital advertising ecosystem.

What's New?

• New Metric: Video ad completion was introduced, initially available for seven countries. This metric measures the percentage of viewable video ad impressions that remained in-view through each quartile of the ad play time.
• Key Trends Section: Added to provide insights into major developments shaping media quality globally, aiding digital media experts in optimizing ad buying and monetization strategies.

Key Trends in H1 2021

Trend 1: European Markets Boost Global Video Viewability

• Global Video Viewability Increase: Video viewability rates rose worldwide, with France, Germany, and Italy leading the improvement.
• Impact of Lockdowns: Due to pandemic restrictions, consumers increased their use of video streaming services, boosting video ad impressions.
• Germany's Performance: Germany's video viewability increased by 7.4pp to 78.9% in H1 2021, outperforming the worldwide desktop average.
• France and Italy: Both saw significant increases in video viewability, with France increasing by 9.0pp and Italy by 4.5pp.
• Asia-Pacific Decline: Viewability dropped in several Asian countries, notably New Zealand (-8.0pp), Singapore (-7.3pp), and India (-7.2pp).
• Mobile Web Viewability: Increased by 5.4pp to 79.0%, with France, Canada, and Germany as key contributors.
• Brand Risk Shift: In Italy, desktop viewability dropped slightly, but mobile web viewability saw a notable increase.

Trend 2: Brand Safety Improvements in the Americas

• Global Brand Risk Reduction: Desktop display brand risk decreased by 1.8pp year-over-year to 2.4% in H1 2021.
• Americas Performance: Advertisers in the Americas, especially Brazil, Mexico, Canada, and the U.S., implemented more sophisticated brand safety strategies.
• U.S. Brand Risk: The U.S. benchmark dropped from 8.6% in H1 2018 to 3.5% in H1 2021, with violent and offensive language content decreasing from 52.8% to 46.0%.
• Canada: Brand risk dropped from 7.8% to 2.1%, with a significant rise in brand risk linked to illegal drugs (36.0%).
• Brazil and Mexico: Both experienced a steady decline in brand risk since the benchmark's introduction in H1 2020.
• Brazil: Brand risk decreased from 6.2% to 2.3%, with a significant drop in hate speech and violent content.
• Mexico: Brand risk fell from 44.9% to 23.5% due to increased stay-at-home behaviors, but adult content became the top risk category, increasing from 15.2% to 26.7%.

Viewability

• Global Video Viewability Increase: Video viewability levels improved across all environments, with Connected TV (CTV) being the most viewable at 93.2%.
• Desktop Video Viewability: Increased by 1.8pp to 77.0%, driven by Germany and Australia.
• Mobile Web Video Viewability: Rose by 5.4pp to 79.0%, with France, Canada, and Germany as key contributors.
• Display Viewability Decline: Global display viewability dropped by 2.4pp on desktop and 3.3pp on mobile web, with the steepest declines in Asia-Pacific regions.
• Mobile App Display Viewability: Increased by 2.4pp to 73.2%, with Singapore, New Zealand, and the U.S. showing the most improvement.

Ad Completion

• Desktop Video Ad Completion: 91.4% of viewable desktop video ads were watched through the first quartile, with 78.3% completing the ad.
• Australia: Highest completion rates with the lowest drop-off (10pp).
• U.S.: Lowest completion rate at 90.1% for the first quartile, with a 13.6pp drop-off.
• Mobile Web Video Ad Completion: 88.4% of viewable ads were watched through the first quartile, with a 17.0pp drop-off to 71.4% full completion.
• Italy: Highest completion rate through the first quartile at 90.7%, but experienced the largest drop-off (-16.8pp).
• U.S.: Only market with full mobile web video completion below 70% (69.4%).

Time-in-View

• Global Reduction: Time-in-view (TIV) decreased across all display environments, with the most significant drop in mobile app display (25%).
• Desktop Display TIV: Averaged 22.67 seconds, with Argentina, Indonesia, and Mexico leading the rankings.
• Mobile Web Display TIV: Global average dropped to 14.91 seconds, with India and New Zealand showing the most improvement.
• Indonesia: Highest TIV in mobile web display at 25.27 seconds.
• Italy, India, and Sweden: Each saw a drop of 3 seconds or more in desktop display TIV.

Ad Fraud

• Optimized Fraud: Campaigns with fraud mitigation strategies showed better performance.
• Non-Optimized Fraud: Reflects a global average and indicates the need for improved fraud prevention strategies.

Brand Risk

• Global Brand Risk: Decreased by 1.8pp year-over-year to 2.4% in H1 2021.
• Key Categories: Adult, Alcohol, Gambling, Hate Speech, Illegal Downloads, Illegal Drugs, Offensive Language, and Violence were the main categories affecting brand risk.
• U.S.: Violent and offensive language content were the largest contributors to brand risk.
• Canada: Illegal drugs became the largest contributor to brand risk, increasing from 10.5% to 36.0%.
• Brazil: Illegal drugs and hate speech were the main contributors, with a significant reduction in violent content.
• Mexico: Adult content became the main contributor, increasing from 15.2% to 26.7%.

Looking Ahead

The report suggests that as the pandemic continues, digital advertising will need to adapt to new consumer behaviors and trends. Advertisers should focus on optimizing for brand safety, improving viewability, and leveraging data insights to make informed decisions.

About IAS

Integral Ad Science (IAS) is a leader in digital media quality solutions and data insights, providing market-leading tools to help customers drive results. The MQR is part of IAS's ongoing commitment to transparency and trust in the digital advertising ecosystem.