2025全球趨勢報告：亞太地區報告

2025 Global Insights: APAC Report Summary

Introduction

This report analyzes global and APAC trends in digital media, focusing on key metrics like brand applicability, ad fraud, visibility, and consumer behavior. APAC shows both challenges (e.g., rising violations) and opportunities (e.g., high attention indices), providing insights for marketers.

Key Findings

• Brand Applicability: APAC region experienced a 15% increase in brand applicability violations, with Japan seeing a 67% surge due to political events and sensational content. The global average stands at 5.2%, down 15% from last year.

• Media Waste: APAC's media waste rate is high, estimated at $3 per thousand ad exposures, resulting from violations like unsuitable content and fraud. Ads in open-market without protection incur up to $33.6M in waste per billion impressions.

• Ad Fraud: APAC's fraud/SIVT rate is 18% lower than the global average of 1.0%. Factors include growth in AI-driven bots and programmatic advertising, rising in APAC by 22%.

• Visibility and Authentic Views: APAC achieved higher visibility rates (70-78%) but lower authentic viewable rates, especially in Japan. Attention indices in APAC are 14% higher than global, highlighting strong engagement in mobile environments.

• Consumer Behavior: Consumers inAPAC spend 3.5 hours daily online, with 95% engaging in social media. Ad blocking is prevalent (46%), and content relevance is critical, as 54% reduce purchase intent if ads appear in unsuitable contexts.

Recommendations for APAC Marketers

• Prioritize media quality tools to reduce waste and ensure brand safety, as protected ads outperform unprotected ones in key metrics.
• Focus on mobile-first strategies and video formats for better engagement, capitalizing on APAC's high attention indices.
• Align ad campaigns with consumer trends, such as increasing online content usage, to build trust and ROI.

Conclusion

APAC presents a complex yet promising landscape, with opportunities in attention and visibility but risks in rising violations. By leveraging advanced monitoring, brands can optimize performance and gain competitive advantages.