IAS：2019上半年媒体质量报告（英文版）(24页).pdf

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1、IAS Media Quality Report H1 2019 | Global Update Media Quality Report H1 2019 GLOBAL UPDATE IAS Media Quality Report H1 2019 | Global Update1IAS Media Quality Report H1 2019 | Global Update Table of contents 01 Whats new? Pg. 2 02 Viewability Pg. 3 03 Time-in-view Pg. 9 04 Ad fraud Pg. 13 05 Brand r

2、isk Pg. 17 06 About IAS Pg. 22 IAS Media Quality Report H1 2019 | Global Update2 Media quality verification and protection remain key focuses across the digital advertising industry. The rising share of programmatic transactions and a rapidly increasing rate of content creation worldwide are compoun

3、ding the challenge of ensuring campaigns are viewed by real humans in environments suitable to a brands image and message. Measuring over 1 trillion media metrics each day globally, Integral Ad Science is able to observe media quality developments as they occur in real-time. Leveraging this vast dat

4、abase, the Media Quality Report offers an industry barometer against which ad buyers and sellers may benchmark the quality of their campaigns and inventory. A snapshot of media quality around the globe Individual country editions of the Media Quality Report will now be released annually with a globa

5、l overview updating key benchmarks in the first half of the year. This report is the first global overview of its kind, including major digital markets and high-level benchmarks in a singular source for marketers and publishers. Whats new? Definitions Time-in-view Time-in-view is the average duratio

6、n that a viewable impression remained in view. This average does not include impressions that were not viewable according to the MRC standard in the calculation. Viewability Per the Media Ratings Council (MRC), a display ad impression is viewable if at least 50% of pixels are on screen for at least

7、one second after the ad has rendered, and a video ad impression is viewable if the ad is playing while at least 50% of pixels are on screen for at least two continuous seconds. Ad fraud Any impressions resulting from a deliberate activity that prevents the proper delivery of ads to real people, at t

8、he right time, in the right place, resulting in financial or opportunity loss by the advertiser and/or publisher in a particular transaction. Optimized fraud Optimized fraud benchmarks represent campaigns that were executed with a fraud mitigation strategy. Global non-optimized fraud Non-optimized f

9、raud benchmarks represent campaigns that did not incorporate a form of fraud mitigation strategy. These benchmarks now reflect a global average. Brand risk Impressions on pages that are flagged for posing various levels of harm to brand image and/or reputation through association, based on eight cor

10、e content categories: adult, alcohol, hate speech, illegal downloads, illegal drugs, offensive language and controversial content, and violence. IAS Media Quality Report H1 2019 | Global Update 01 IAS Media Quality Report H1 2019 | Global Update3 Global viewability averages surpassed 60% across all

11、formats and environments in H1 2019. Desktop video achieved the highest worldwide average rate at 71.9%, up from 69.4% in the same period a year prior. Likely reflecting evolving media consumption patterns, mobile app display viewability improved most in absolute terms, rising nearly 9 percentage po

12、ints from 53.5% to 62.3%, between H1 2018 and H1 2019. Viewability 02 IAS Media Quality Report H1 2019 | Global Update Italy registered the highest viewability rate across all benchmarks and countries analyzed, with 80.4% of mobile web video ad impressions remaining in view for at least 2 seconds wh

13、ile half or more of the player was also in view. 4IAS Media Quality Report H1 2019 | Global Update Viewability Desktop display 69.2%61.6%H1 2018 WORLDWIDE In view per the MRC standard 69.4%67.0% GERMANY 42.3% 49.8% JAPAN 68.8%62.7% AUSTRALIA 59.6%47.4% ITALY 73.6%62.7% CANADA 70.9%63.4% UNITED KINGD

14、OM 67.2%62.1% FRANCE 60.8%52.9% NEW ZEALAND 66.6%59.9% UNITED STATES SPAIN 59.6%55.0% H1 2019 5IAS Media Quality Report H1 2019 | Global Update Viewability Desktop video 71.9%69.4%H1 2018 WORLDWIDE In view per the MRC standard 67.8%66.6% GERMANY 77.0%76.6% AUSTRALIA 77.9%68.8% ITALY 73.4%68.1% CANAD

15、A 72.4%64.5% UNITED KINGDOM 76.7%74.8% FRANCE 68.5%68.4% UNITED STATES SPAIN 70.0%69.1% H1 2019 6IAS Media Quality Report H1 2019 | Global Update Viewability Mobile web display 60.4%52.2%H1 2018 WORLDWIDE In view per the MRC standard 54.0%50.8% GERMANY 64.5%55.0% AUSTRALIA 64.7%49.7% CANADA 64.7%57.

16、6% UNITED KINGDOM 49.2% 55.3% FRANCE 62.2%54.8% UNITED STATES H1 2019 46.7%36.4% ITALY 34.2% 40.6% JAPAN SPAIN 44.2%40.7% 7IAS Media Quality Report H1 2019 | Global Update Viewability Mobile web video 68.8%69.7%H1 2018 WORLDWIDE In view per the MRC standard 68.0%68.2% GERMANY 66.2% 72.9% AUSTRALIA 8

17、0.4%77.9% ITALY 69.7%68.0% CANADA 67.7% 69.0% UNITED KINGDOM 72.6%68.1% FRANCE 61.4% 65.2% UNITED STATES SPAIN 71.8%70.0% H1 2019 8IAS Media Quality Report H1 2019 | Global Update Viewability Mobile app display 62.3%53.5%H1 2018 WORLDWIDE In view per the MRC standard 48.6%43.5% GERMANY 60.0%54.5% AU

18、STRALIA 61.1%46.9% ITALY 66.5%55.2% CANADA 60.5%48.2% UNITED KINGDOM 46.6%56.9% FRANCE 67.3%57.3% UNITED STATES SPAIN 51.2%42.3% H1 2019 IAS Media Quality Report H1 2019 | Global Update9 Recent enhancements to our time-in-view methodology3 enable agencies, brands and publishers to more easily benchm

19、ark their own time-based metrics against the Media Quality Report, bringing closer alignment with commonly used media planning tools. Display time-in-view averaged more than 23 seconds via desktop computers worldwide, the highest of any device in H1 2019. Likely influenced by larger desktop screen s

20、izes and to some extent idle sessions the average time desktop display ads worldwide remained in view surpassed those of mobile web display (15.6s) and mobile app display (20.2s) in H1 2019. Country-by-country comparisons show desktop display ads remained in view the longest in Italy (28.7s), Spain

21、(26.2s) and Australia (25.2s). Average mobile web display time-in-view was highest in Australia at 18.5s with the UK market topping the mobile app ranking at 22.5s in H1 2019. Time-in-view 03 IAS Media Quality Report H1 2019 | Global Update 10IAS Media Quality Report H1 2019 | Global Update Time-in-

22、view 0s15s30s AUSTRALIA 25.18s 0s15s30s JAPAN 18.69s 0s15s30s CANADA 22.32s 0s15s30s NEW ZEALAND 21.87s 0s15s30s FRANCE 24.85s 0s15s30s SPAIN 26.22s 0s15s30s GERMANY 24.85s 0s15s30s UNITED KINGDOM 21.67s 0s15s30s ITALY 28.66s 0s15s30s UNITED STATES 22.02s Desktop display H1 201923.53s WORLDWIDE 11IA

23、S Media Quality Report H1 2019 | Global Update Time-in-view 0s15s30s AUSTRALIA 18.47s 0s15s30s JAPAN 14.58s 0s15s30s CANADA 16.15s 0s15s30s FRANCE 15.07s 0s15s30s SPAIN 13.38s 0s15s30s GERMANY 15.15s 0s15s30s UNITED KINGDOM 14.99s 0s15s30s ITALY 15.36s 0s15s30s UNITED STATES 16.19s Mobile web displa

24、y H1 201915.58s WORLDWIDE 12IAS Media Quality Report H1 2019 | Global Update Time-in-view 0s15s30s CANADA 20.55s 0s15s30s FRANCE 12.48s 0s15s30s SPAIN 13.99s 0s15s30s GERMANY 14.23s 0s15s30s UNITED KINGDOM 22.52s 0s15s30s ITALY 10.15s 0s15s30s UNITED STATES 20.41s Mobile app display H1 201920.18s WO

25、RLDWIDE IAS Media Quality Report H1 2019 | Global Update13 Global display fraud rates on campaigns optimized- against-ad-fraud increased slightly between H1 2018 and H1 2019. Desktop display optimized-against-ad- fraud rates rose most in Japan and Australia up 1.0 and 0.6 percentage points respectiv

26、ely and dropped from 0.8% to 0.6% in Italy. New Zealand remained the least fraud-prone market, registering optimized-against-ad-fraud rates of 0.4% and 0.3%, respectively on desktop and mobile web. Desktop video fraud rates dropped below 1.0% worldwide, driven by steep reductions in optimized- again

27、st-ad-fraud rates in the US, UK and Italy. Across these three markets, lower fraud rates in programmatic transactions were the key factor behind the improvement. Ad fraud 04 IAS Media Quality Report H1 2019 | Global Update 14IAS Media Quality Report H1 2019 | Global Update Ad fraud 14.7% 0.8% 11.7%

28、1.1% WORLDWIDE NON-OPTIMIZED WORLDWIDE OPTIMIZED Desktop display H1 2018H1 2019 % of total impressions 1.5%0.9% AUSTRALIA 0%5% 2.6%1.6% JAPAN 0%5% CANADA 0.8%0.8% 0%5% NEW ZEALAND 0.4%0.4% 0%5% FRANCE 0.9%0.4% 0%5% SPAIN 0.6%0.5% 0%5% 1.2%0.7% GERMANY 0%5% UNITED KINGDOM 0.9%0.7% 0%5% ITALY 0.6% 0.8

29、% 0%5% UNITED STATES 1.9%1.8% 0%5% OPTIMIZED AGAINST AD FRAUDOPTIMIZED AGAINST AD FRAUD 15IAS Media Quality Report H1 2019 | Global Update Ad fraud 9.5% 1.1% 7.8% 0.7% WORLDWIDE NON-OPTIMIZED WORLDWIDE OPTIMIZED Desktop video H1 2018H1 2019 % of total impressions 1.0%0.7% AUSTRALIA 0%5% CANADA 0.7%0

30、.7% 0%5% FRANCE 0.7%0.5% 0%5% SPAIN 0.5%0.5% 0%5% 1.0%0.9% GERMANY 0%5% UNITED KINGDOM 0.8%1.4% 0%5% ITALY 0.4%1.0% 0%5% UNITED STATES 1.1%2.3% 0%5% OPTIMIZED AGAINST AD FRAUDOPTIMIZED AGAINST AD FRAUD 16IAS Media Quality Report H1 2019 | Global Update Ad fraud 9.8% 0.5% 11.9% 0.6% WORLDWIDE NON-OPT

31、IMIZED WORLDWIDE OPTIMIZED Mobile web display H1 2018H1 2019 % of total impressions 0.6%0.5% AUSTRALIA 0%5% 1.9%0.8% JAPAN 0%5% CANADA 0.4%0.4% 0%5% NEW ZEALAND 0.3%0.3% 0%5% FRANCE 0.4%0.2% 0%5% SPAIN 0.4%0.3% 0%5% 0.6%0.4% GERMANY 0%5% UNITED KINGDOM 0.5%0.4% 0%5% ITALY 0.4% 0.7% 0%5% UNITED STATE

32、S 0.9%0.8% 0%5% OPTIMIZED AGAINST AD FRAUDOPTIMIZED AGAINST AD FRAUD IAS Media Quality Report H1 2019 | Global Update17 Protecting brand reputation remains a concern among digital ad buyers. The acceleration and scale at which content premium or user-generated is created are only compounding the cha

33、llenge of ensuring brand safety. Likewise, the growing portion of digital advertising transacting programmatically demands sophisticated verification solutions to protect brands without compromising reach. Average brand risk levels were largely reduced between H1 2018 and H1 2019, with the portion o

34、f worldwide impressions at risk on desktop display (4.7%), desktop video (6.9%) and mobile web display (5.9%) environments dropping by roughly one percentage point. Mobile web video stood at 7.8% in H1 2019, essentially unchanged year-over-year. Across nearly all devices and formats, Italy prevailed

35、 as the safest market for brands, the exception being mobile web video where Australias 4.8% brand risk rate was just below Italys 4.9% in H1 2019. Italys brand risk was lowest on desktop display at 1.9% in H1 2019, down from 2.8% the previous year. Japans brand risk levels across mobile web display

36、 dropped from 12.8% to 6.5% between H1 2018 and H1 2019, the steepest reduction in any market, driven by shrinking portions of programmatic inventory risked to the adult and offensive language categories. Brand risk stood above the global average in Germany, largely due to moderate risk content rela

37、ted to the alcohol category. Germanys self-regulatory environment for alcohol advertising requires only that online ads are not directed to children and adolescents.4 Brand risk 05 IAS Media Quality Report H1 2019 | Global Update 18IAS Media Quality Report H1 2019 | Global Update Brand risk Desktop

38、display WORLDWIDE H1 2018H1 2019 FRANCE H1 2018 Total risk High / Very High Medium H1 2019 4.5% 0.1% 4.4% 6.8% 0.2% 6.6% GERMANY H1 2018 Total risk High / Very High Medium H1 2019 10.4% 0.2% 10.3% 13.8% 0.2% 13.6% CANADA H1 2018 Total risk High / Very High Medium H1 2019 7.8% 0.5% 7.3% 3.2% 0.1% 3.1

39、% ITALY H1 2018 Total risk High / Very High Medium H1 2019 2.8% 0.1% 2.7% 1.9% 0.1% 1.9% AUSTRALIA H1 2018 Total risk High / Very High Medium H1 2019 6.8% 0.3% 6.5% 2.5% 0.1% 2.4% UNITED STATES H1 2018 Total risk High / Very High Medium H1 2019 8.6% 0.5% 8.2% 6.3% 0.3% 6.0% SPAIN H1 2018 Total risk

40、High / Very High Medium H1 2019 4.8% 0.4% 4.4% 4.7% 0.3% 4.4% NEW ZEALAND H1 2018 Total risk High / Very High Medium H1 2019 5.0% 0.2% 4.8% 4.9% 0.2% 4.7% JAPAN H1 2018 Total risk High / Very High Medium H1 2019 5.5% 0.4% 5.1% 2.9% 0.1% 2.7% UNITED KINGDOM H1 2018 Total risk High / Very High Medium

41、H1 2019 4.5% 0.2% 4.3% 2.8% 0.1% 2.7% H1 2018 Total risk High / Very High Medium H1 2019 6.0% 0.2% 5.8% 4.7% 0.2% 4.5% % of pages scored; numbers may not add up exactly due to rounding 19IAS Media Quality Report H1 2019 | Global Update Brand risk Desktop video WORLDWIDE H1 2018H1 2019 H1 2018 Total

42、risk High / Very High Medium H1 2019 7.6% 0.3% 7.3% 6.9% 0.3% 6.6% % of pages scored; numbers may not add up exactly due to rounding UNITED STATES H1 2018 Total risk High / Very High Medium H1 2019 8.8% 0.6% 8.3% 8.3% 0.5% 7.8% SPAIN H1 2018 Total risk High / Very High Medium H1 2019 5.7% 0.4% 5.2%

43、4.4% 0.3% 4.1% FRANCE H1 2018 Total risk High / Very High Medium H1 2019 7.5% 0.2% 7.3% 8.2% 0.5% 7.7% GERMANY H1 2018 Total risk High / Very High Medium H1 2019 14.7% 0.3% 14.4% 14.3% 0.2% 14.1% CANADA H1 2018 Total risk High / Very High Medium H1 2019 8.5% 0.2% 8.3% 7.3% 0.4% 6.9% ITALY H1 2018 To

44、tal risk High / Very High Medium H1 2019 4.5% 0.2% 4.3% 3.2% 0.1% 3.1% UNITED KINGDOM H1 2018 Total risk High / Very High Medium H1 2019 10.6% 0.5% 10.1% 9.8% 0.2% 9.6% AUSTRALIA H1 2018 Total risk High / Very High Medium H1 2019 5.3% 0.1% 5.2% 5.0% 0.1% 4.9% 20IAS Media Quality Report H1 2019 | Glo

45、bal Update Brand risk Mobile web display WORLDWIDE H1 2018H1 2019 H1 2018 Total risk High / Very High Medium H1 2019 6.7% 0.3% 6.4% 5.9% 0.3% 5.6% % of pages scored; numbers may not add up exactly due to rounding FRANCE H1 2018 Total risk High / Very High Medium H1 2019 5.4% 0.1% 5.3% 8.8% 0.5% 8.3%

46、 GERMANY H1 2018 Total risk High / Very High Medium H1 2019 14.7% 0.2% 14.5% 18.4% 0.3% 18.1% CANADA H1 2018 Total risk High / Very High Medium H1 2019 7.7% 0.4% 7.3% 4.2% 0.3% 3.9% ITALY H1 2018 Total risk High / Very High Medium H1 2019 2.7% 0.1% 2.5% 2.8% 0.2% 2.7% AUSTRALIA H1 2018 Total risk Hi

47、gh / Very High Medium H1 2019 7.4% 0.3% 7.1% 3.0% 0.2% 2.8% UNITED STATES H1 2018 Total risk High / Very High Medium H1 2019 9.3% 0.5% 8.8% 8.5% 0.7% 7.8% SPAIN H1 2018 Total risk High / Very High Medium H1 2019 4.3% 0.2% 4.1% 5.5% 0.4% 5.1% NEW ZEALAND H1 2018 Total risk High / Very High Medium H1

48、2019 4.6% 0.2% 4.4% 5.2% 0.2% 5.0% JAPAN H1 2018 Total risk High / Very High Medium H1 2019 12.8% 1.0% 11.8% 6.5% 0.4% 6.1% UNITED KINGDOM H1 2018 Total risk High / Very High Medium H1 2019 4.2% 0.2% 4.0% 3.5% 0.2% 3.3% 21IAS Media Quality Report H1 2019 | Global Update Brand risk Mobile web video W

49、ORLDWIDE H1 2018H1 2019 H1 2018 Total risk High / Very High Medium H1 2019 7.6% 0.3% 7.3% 7.8% 0.5% 7.3% % of pages scored; numbers may not add up exactly due to rounding FRANCE H1 2018 Total risk High / Very High Medium H1 2019 6.8% 0.2% 6.6% 10.8% 0.6% 10.2% GERMANY H1 2018 Total risk High / Very High Medium H1 2019 22.6% 0.5% 22.1% 14.2% 0.3% 13