Brand risk for digital video and display advertising fell significantly in the first half of 2021 compared to the same period in 2020 in the latest 19 major markets. Media quality report From the Integral Ad Science program.
Based on the trillions of data events analyzed by IAS for the report, brand risk decreased by 40% to 50% across desktop displays, desktop videos, mobile web displays and mobile web videos during the two periods.
For desktop displays, the percentage of brand risk dropped from 4.2% to 2.4%, mobile web displays (down 2.6%, 4.7%), desktop video (from 3.6%, 6.3%), and mobile web video (3.6%). But it decreased at a similar rate. %, From 6.7%).
In video advertising, the UK has seen the biggest improvement on both types of devices, with desktop video risk reduced by almost three-quarters from 5.7% to 1.6% and mobile web risk almost from 6.3% to 2.2%. It decreased by two-thirds.
Improvements have been seen in both desktop and mobile web videos in the United States, but continue to pose the highest levels of risk for advertisers outside the United States, United Kingdom, Germany, France, Italy, Spain, Canada and Australia. 5.5% (down from 8%) and 7.1% on the mobile web (down from 9.9%).
However, when it comes to display advertising, there has been little change in the UK, with brand risk at 3% for desktops (3.1% last year) and 3.4% for mobile webs (up from 3.3%). The United States, on the other hand, enjoyed significant improvements in both, but brand risk remains slightly higher than in the United Kingdom. It is 3.5% for desktop (down from 5.9%) and 4.3% for mobile (from 6.7%).
According to IAS, video inventory was even lower in brand risk when purchased programmatically. For mobile web video, program risk in all markets was reduced by almost two-thirds from 5.6% to 2%, while for desktop video it was reduced by nearly three-quarters. 5.3% to 1.4%.
The IAS flags brand risk rates based on eight categories of risky content (adults, alcohol, gambling, and malicious language) by “harming reputation through brand image and associations at various levels. Defined as the percentage of impressions on the “branded” page. , Illegal downloads, illegal drugs, malicious expressions, violence.
The breakdown of the types of content that create brand risk has changed significantly over the past year, saying that the proportion of alcohol-related impressions has decreased significantly across all inventory types, and the proportion of disinformation content has also decreased. ..
However, adults, malicious language, and violence account for a greater proportion of brand risk than they did a year ago. In desktop video, the risk posed by hate speech jumped from just 2% for all instances last year to 15.4% this year.
Nick Morley, EMEA Managing Director of Integral Ad Science, said: A clear reduction in brand risk this year suggests that as the economy recovers, confidence in video ad inventories has increased and industry stability has resumed.
“Improvements to misinformation reflect the industry’s commitment to supporting high-quality media and publishers. More generally, the transition from a dull approach to brand suitability to a subtle contextual strategy. I believe it means that advertisers don’t inadvertently miss a positive opportunity to interact with an engaged audience. “
Digital video and display brand risk shows a sharp drop in the first half of 2021
Source link Digital video and display brand risk shows a sharp drop in the first half of 2021