2018年H2媒体质量报告_英国版（英文版）_25页_1mb

H2 2018 UK Media Quality Report Summary

Core Content

This report provides an overview of the state of digital media in the UK during the second half of 2018, focusing on key metrics such as viewability, time-in-view, ad fraud, and brand risk. It highlights the evolving landscape of digital advertising, particularly the growth and increasing quality of programmatic advertising, while also addressing ongoing challenges like ad fraud and brand safety.

Main Trends and Key Findings

1. Programmatic Outperforms Direct Buys

• Viewability: For the first time in H2 2018, programmatic viewability rates surpassed those of direct buys across desktop and mobile web impressions.
• Growth: Programmatic is becoming the dominant method of trading digital ads in the UK, accounting for 76% of digital media trading.
• Future Outlook: By 2020, it is expected that 80% of UK digital media will be traded programmatically, amounting to £4.6 billion in spend.

2. Video Drives Increased Time-in-View

• Desktop Video: Achieved the highest average time-in-view of 14.7 seconds, surpassing both direct and programmatic display ads.
• Mobile Video: Had an average time-in-view of 11.57 seconds for programmatic and 11.30 seconds for direct buys.
• Consumer Engagement: Video ads are more engaging and offer a greater opportunity to capture consumer attention, especially with the rise of mobile video consumption.

3. Ad Fraud Impacts

• Desktop Display: Ad fraud impacted 1% of desktop display impressions, affecting up to £23 million of ad spend.
• Mobile Web: Fraud levels for both display and video were at 0.5%.
• Holiday Season Impact: Fraudsters are more active during the holiday season, which may lead to increased fraudulent activity in the coming months.

4. Brand Risk Continues to Fall

• Desktop Display: Brand risk dropped to a two-year low of 3.2%, a 28.9% decrease from H1 2018.
• Video Ads: Brand risk increased slightly for desktop and mobile video, reaching 11.9% and 11.6% respectively.
• Moderate Risk: The majority of risky impressions were flagged as moderate risk, with the alcohol category being a primary concern in mobile video programmatic inventory.

Definitions

Key Metrics

Viewability

• Desktop Display: Reached an all-time high of 68.8%, up 29.1% from H1.
• Desktop Video: Improved to 66.1% viewability.
• Mobile Web Display: Viewability improved slightly, while mobile web video saw a slight decline.
• Skyscraper Ads: Achieved the highest viewability rate at 74.2%.

Time-in-View

• Desktop Video: Average time-in-view was 13.3 seconds.
• Programmatic Desktop Display: Reached 14.7 seconds, showing strong engagement.
• Mobile Web Display: Average time-in-view was 7.9 seconds.
• Mobile Web Video: Average time-in-view was 11.57 seconds.

Ad Fraud

• Desktop Display: Optimised fraud increased from 0.7% to 1%, driven by programmatic.
• Mobile Web: Fraud levels remained at 0.5% for both display and video.
• Video Inventory Growth: Expected to exceed £13.5 billion by 2020, potentially attracting more fraudsters.

Conclusion

The UK digital media market is experiencing significant growth and transformation, with programmatic advertising leading the charge in terms of viewability and brand risk reduction. While challenges such as ad fraud and brand safety persist, the industry is adapting through improved verification technologies and increased transparency. Advertisers and publishers are increasingly focused on quality and impact, with video emerging as a key driver of engagement and ad spend.