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India, New Zealand and Vietnam are top brand-safe APAC markets for desktop displays

Mobile web display inventory in Indonesia registered the highest brand risk globally

Asia Pacific markets including India, New Zealand and Vietnam are among the top brand-safe markets in the world for desktop displays.

This has seen global brand risk drop by 1.8% points year-on-year to 2.4% in the first quarter of 2021, according to the latest IAS Media Quality report.

India reported a decline in desktop display brand risk at 0.8% – a reduction of 1.4%, New Zealand reported 1.3% brand risk, and Singapore reported 1.4% brand risk. Indonesia brand risk, though on the higher side, showed improved brand safety levels at 4.7%.

“Indonesia’s programmatic buys have seen higher media quality performance than publisher direct inventory, generating far lower risk and fraud rates for advertisers through optimization strategies such as pre-bid targeting. Therefore, spending on programmatic will become even more essential,” said Laura Quigley, the senior vice-president for APAC at IAS.

“As the technology evolves, programmatic will not only facilitate investment into quality impressions but also drive value beyond verification with privacy-compliant, contextual avoidance and targeting combined with enriched channel-level insights. To reduce brand risk from their inventory, Singapore and regional advertisers are strongly encouraged to closely monitor and optimize against fraud by utilizing pre-bid tools to target away from unsuitable environments that don’t meet their brand values.”

What did the report find?

  • For mobile web display, publisher direct inventory showed a brand risk level of 5.6% compared to 3.9% observed via programmatic inventory. Indonesia is a mobile-first market, with 96.4% of the country’s 202.6 million internet population using the device to access the web, and mobile ads are deeply embedded in most marketing strategies.

  • Mobile web display inventory in Indonesia registered the highest brand risk globally at 4.5% in the HL of 2021, while the worldwide average stood at 2.6%. Meanwhile, for mobile web display, Indonesia also saw one of the biggest reductions in brand risk in H1 2021 compared to H1 2020.

  • Mobile campaigns in India had more viewable impressions in H1 2021. Viewability on mobile web display increased by 1% annually to 58.9% in H1 2021, while viewability on mobile in-app display increased from 51.3% to 54.1%. Global display viewability was down 2.4% on desktop and 3.3% on mobile web year-on-year, reaching 69.5% and 64.3% respectively.

  • The worldwide reductions were driven by drops across APAC, with India registering a 7.2% drop to post 54.9% viewability in desktop environments. In India, desktop and mobile display environments showed significantly higher viewability rates in programmatically traded inventory than publisher direct inventory.

  • On average, 91.4% of viewable desktop video ads worldwide were watched through the first quartile (the first 25% of the video ad) in H1 2021, with 78.3% of these impressions remaining viewable through completion. Australia registered the highest desktop video ad completion rates, as well as the lowest drop-off (-10%) of any market worldwide.

  • By contrast, the US registered the lowest video ad completion rate of 90.1% for the first quartile, with a 13.6% drop-off to average 76.5% full ad completions during the same period.

  • Optimized-against-ad-fraud levels in Japan decreased by 0.2% for a desktop display to report 2.6% in H1 2021, which was the second-highest ad fraud rate globally. The worldwide fraud rates on desktop display were 1%.

  • Global ad fraud on mobile web display dropped from 0.5% to 0.4% between H1 2020 and H1 2021. Japan remained the market with the highest ad fraud rates in mobile web environments, with display reaching 2.3% and video reaching 2.9%.

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