APAC Outperforms Other Regions in Video Viewability
Member News
In May 2023 IAB SEA+India member, DoubleVerify (“DV”) (NYSE: DV), a software platform for digital media measurement, data and analytics, released its 2023 Global Insights Report, analysing trends from nearly 5.5 trillion media transactions from more than 1,000 customers across some100 countries. The report highlights key digital media quality trends and demonstrates the need for always-on verification across channels to create the foundation for impactful performance."Based on our research, in order to drive consistent performance, it is essential that advertisers engage verification across all campaigns and environments," said Collette Spagnolo, Vice President of Marketing Analytics at DoubleVerify. "When verification is turned off or not applied, an advertiser becomes vulnerable to the swings in quality caused by unpredictable news cycles and increasingly sophisticated fraud schemes. Moreover, always-on protection helps the industry maintain a common and consistent gauge of media quality everywhere, as verification techniques evolve to encompass emerging channels for content consumption. Having coverage, protection and insight into all channels is critical."
This year’s report looked at quality trends across regions and devices, and compared results for campaigns that leverage verification (managed/protected) to a campaign that did not (unmanaged/unprotected) — with dramatic differences in quality.
Key takeaways from DoubleVerify’s report this year include:
APAC had the Highest Video Viewability
APAC leads across all regions with highest video viewability, despite a 6% decrease in video viewability year-over-year.
For the second year in a row, Southeast Asia continued to achieve one of the highest video viewability rates (85%) globally.
Globally, viewability in 2022 is up (display: +4% to 69%; video: +2% to 74%) while fraud continues to decline (-25% to 1.1%) and brand suitability violations remain flat (no change to 7.1%). These trends speak to how the industry has evolved and reflect the quality of inventory purchased by advertisers that use verification.
APAC Fraud/SIVT Rates the Lowest among all regions
APAC fraud/SIVT (Sophisticated Invalid Traffic) rate increased by 7% year-over-year, but remained the lowest across all regions globally.
Fraud/SIVT stabilised in Southeast Asia with a rate of 1.5%.
Fraud/SIVT in Indonesia and Philippines dropped by 30% and 13% respectively, while it had a sizeable increase of 142% in Thailand.
Japan (68% increase) and India (95% increase) saw some of the most pronounced increases in fraud/SIVT rates due to fraud violations on mobile applications in Japan (up 298%) and on desktop in India (up 234%). Still, both countries maintained some of the lowest rates in the region.
APAC has the second lowest brand suitability violation rate among all regions
APAC showed a 2% decrease overall for the brand suitability violation rate.
Brand suitability violation rate for SEA increased by 7%.
Opportunity Exists for Advertisers Who Prioritise Attention
Amid economic uncertainty and deprecation of personal identifiers, advertisers are increasingly turning to attention-based measurement to help optimise campaign performance and enhance ROI.
Media investments in APAC are heavily focused on in-app inventory. APAC historically has excellent video performance, and ads placed in mobile apps see higher overall attention.
Most advertisers run campaigns that deliver to sites or apps that have low attention rates; however, DV’s analysis shows there is substantial available inventory that could deliver higher attention and performance.
Conrad Tallariti, Regional Vice President of Sales for Asia, DoubleVerify added, “The digital media landscape is more saturated and complex than ever, with ads and content vying for attention, which is a finite resource. We can see that bad actors are trying to take advantage of the increasing digital ad spend in the region with the spike in fraud/SIVT rates in markets like Thailand. In such an environment, advertisers need to safeguard their investments through ensuring always-on verification on all channels or risk wasting media dollars. We hope this year’s Global Insights Reports will help marketers to get a better understanding of the verification metrics that matter and how these drive business results.”
About DoubleVerify
DoubleVerify (“DV”) (NYSE: DV) is a leading software platform for digital media measurement and analytics. Our mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Hundreds of Fortune 500 advertisers employ our unbiased data and analytics to drive campaign quality and effectiveness, and to maximise return on their digital advertising investments globally. Learn more about us at www.doubleverify.com.
