资源描述
Media Quality ReportH1 20212MQR H1 2021Table of contents01Introduction Pg. 402Whats new? Pg. 503Key Trends in H1 2021 Pg. 604Viewability Pg. 1205Ad Completion Pg. 1906Time-in-View Pg. 2207Ad Fraud Pg. 2608Brand Risk Pg. 3109Looking Ahead Pg. 3610About IAS Pg. 373MQR H1 2021Foreword from our CEOFollowing a year of unprecedented change in our global communities and the workplace, the advertising industry welcomed 2021 as a fresh start. With modified protocols, the impacts of coronavirus for consumers and their communities have evolved but remain widespread. As our industry navigates these changes, key learnings and new opportunities will define the post-pandemic future. At Integral Ad Science, we provide market-leading digital media quality solutions and data insights globally that help our customers drive results. The Media Quality Report (MQR) reveals global performance metrics across key categories based on our data, helping our customers to set campaign benchmarks and strategize successfully. The MQR is one of the many ways we continue to build trust and transparency throughout the digital advertising ecosystem. I look forward to sharing our H1 2021 benchmarks to equip you with the insights to make every impression count.Lisa UtzschneiderChief Executive Officer Integral Ad Science4MQR H1 2021Introduction01Whether working from home or social distancing, consumers have embraced varying degrees of remote living for more than a year. As a result, they remain reliant on screens and technology to stay engaged, connected, and productive. Last year, changes in consumer lifestyles and behavior influenced digital advertising trends, but what were the effects in H1 2021? In this report, we dive deep into how media quality metrics reflect an evolving landscape in an unprecedented time. At Integral Ad Science, we measure trillions of data events monthly and observe global media quality developments in real-time. The Media Quality Report leverages this data to offer an industry barometer against which ad buyers and sellers may benchmark the quality of their campaigns and inventory.5MQR H1 2021New benchmarks, deeper insightsWith each new release of the Media Quality Report, we strive to include additional benchmarks and insights based on our data. In this edition, we are excited to announce the debut of a new metric: video ad completion. Initially available for seven countries, this new benchmark gives ad buyers and sellers further insight into consumer engagement with their video ads.We are also introducing a Key Trends section that features major developments shaping media quality around the world, helping digital media experts to better optimize their ad buying and monetization strategies.Whats new?DEFINITIONS02Time-in-ViewAd FraudBrand RiskViewabilityAd CompletionOptimized FraudNon-Optimized FraudThe average duration that a viewable impression remains in view. Impressions that are not viewable according to the MRC standard are not included in this calculation. Any impressions resulting from a deliberate activity that prevents the proper delivery of ads to real people, at the right time, in the right place resulting in financial or opportunity loss by the advertiser and/or publisher in a particular transaction.Impressions on pages that are flagged for posing various levels of harm to brand image and/or reputation through association, based on eight core content categories: Adult, Alcohol, Gambling, Hate Speech, Illegal Downloads, Illegal Drugs, Offensive Language, and Violence.Per the Media Ratings Council (MRC) standards, a display ad impression is considered viewable if at least 50% of pixels are on screen for at least one second after the ad has rendered. A video ad impression is viewable if the ad is playing while at least 50% of the pixels are on screen for at least two continuous seconds.The percentage of viewable video ad impressions that remained in-view through each quartile of the ad play time.Optimized fraud benchmarks represent campaigns that were executed with a fraud mitigation strategy.Non-optimized fraud benchmarks represent campaigns that did not incorporate a form of fraud mitigation strategy. These benchmarks reflect a global average.6MQR H1 2021Key trends inH1 2021037MQR H1 2021European markets pushed global video viewability up as video streaming remains strong in the midst of the COVID-19 pandemic.Weekly Desktop Video Viewability, H1 2021ITALY GERMANY FRANCE WORLDWIDEWeekly Desktop Video Ad Impression Volume, H1 2021During the first half of the year, worldwide viewability rates for video ads trended upward with France, Germany, and Italy driving the improvement.COVID-19 outbreaks in these markets continue to limit the entertainment options available to consumers outside their homes. In response to lockdown protocols, consumers invested in at-home activities, with many embracing video streaming. Increased use of online streaming services was reported by 29%, 30%, and 35% of consumers in France, Germany, and Italy respectively earlier this year. Crucially, the majority of these new digital video viewers intend to keep this pace of streaming going forward.1Video ad impression volume climbed steadily across devices in Germany over the first two months of 2021 (charts 1 and 3), as pandemic restrictions were reinstated.2 During this period, Germanys video viewability levels stood well above the worldwide desktop (chart 2) average and inched up in mobile web environments (chart 4).CHART 1CHART 2Week of December 27, 2020 to week of June 27, 2021KEY TREND #18MQR H1 2021Weekly Mobile Web Video Viewability, H1 2021ITALY GERMANY FRANCE WORLDWIDEWeekly Mobile Web Video Ad Impression Volume, H1 2021France and Italy also announced new lockdown restrictions in March 2021.3 4 Data shows video ad impression volume rising in the weeks following the announcements, with viewability levels rising as video streaming increased. The trend was particularly distinct in Italy, where desktop volume spiked almost immediately (chart 2).As some pandemic restrictions eased in May, ahead of the summer holidays, desktop video ad volume began to level off in Germany and Italy, driving viewability rates down. That same month, video ad volume ballooned in France, with mobile registering a particularly steep climb. The trend suggests French consumers continued streaming on-the-go outsidealbeit with slightly lower viewability rates for ads.CHART 3CHART 4KEY TREND #1Week of December 27, 2020 to week of June 27, 20219MQR H1 2021Advertisers across the Americas tackled brand safety, dramatically reducing desktop display brand risk worldwide.Brand risk for display campaigns running on desktops trended lower over the past year especially in Brazil (-3.9pp), Mexico (-3.6pp), Canada (-3.4pp), and the U.S. (-2.4pp) a signal of more sophisticated brand suitability and risk prevention strategies among advertisers in the Americas. The sustained brand risk reductions observed across these markets caused a global drop (-1.8pp) year-over-year to 2.4% in H1 2021 (chart 5).WORLDWIDECANADA MEXICO BRAZILUNITED STATESH1 20180.0%2.5%5.0%7.5%10.0%H2 2018 H1 2019 H2 2019 H1 2020 H2 2020 H1 2021Desktop Display Brand Risk H1 2018 H1 2021CHART 5KEY TREND #210MQR H1 2021H1 2018H1 2018H2 2019H2 2019H2 2018H2 2018H1 2020H1 2020H1 2019H1 2019H2 2020H2 2020H1 2021H1 2021Desktop Display Brand Risk by Category in the U.S., H1 2018 H1 2021Desktop Display Brand Risk by Category in Canada, H1 2018 H1 20210%0%20%20%40%40%60%60%70%70%10%10%30%30%50%50%80%80%90%90%100%100%KEY TREND #2ADULT ALCOHOL VIOLENCEILLEGAL DOWNLOADSILLEGAL DRUGSHATE SPEECHOFFENSIVE LANGUAGE AND CONTROVERSIAL CONTENTHowever, different factors drove improvements in each market. Advertisers in the U.S. have long faced higher threats of ads appearing next to content featuring violence or offensive language. Together, violent and offensive language content represented 52.8% of brand risk for desktop display ads when the U.S. benchmark peaked at 8.6% in H1 2018. After hovering above 50% through H1 2020, the two categories decreased significantly, with their portion of brand risk for desktop display dropping to 46.0% and pushing the U.S. benchmark to an all-time low of 3.5% in H1 2021 (charts 5 and 6).Meanwhile, in Canada, desktop display campaigns historically counted adult and violent content as top threats - representing 45.8% of brand risk in H1 2018. Since then, advertisers in Canada have optimized away from these threats, shrinking the shares of adult (7.2%) and violent (15.9%) content to all-time lows by H1 2021. Canadian advertisers success avoiding adult and violent content reduced desktop display brand risk from 7.8% to 2.1% between H1 2018 and H1 2021. During the same period, however, the share of brand risk linked to illegal drugs has more than tripled to reach 36.0% in H1 2021. This trend may indicate a higher tolerance for this content among Canadas advertisers and consumers, or herald the next category ad buyers will address to reduce brand risk in the future (charts 5 and 7).CHART 6CHART 711MQR H1 2021H1 2020H1 2020H2 2020H2 2020H1 2021H1 2021Desktop Display Brand Risk by Category in Brazil, H1 2018 H1 2021Desktop Display Brand Risk by Category in Mexico, H1 2018 H1 20210%0%20%20%40%40%60%60%70%70%10%10%30%30%50%50%80%80%90%90%100%100%KEY TREND #2ADULT ALCOHOL VIOLENCEILLEGAL DOWNLOADSILLEGAL DRUGSHATE SPEECHOFFENSIVE LANGUAGE AND CONTROVERSIAL CONTENTBrand risk for desktop display in Brazil and Mexico the two largest advertising markets in Latin America5 has steadily declined since the debut of this benchmark for both countries in H1 2020 (chart 5).As the coronavirus pandemic spread in Brazil, political divisions and polarization increased in early 2020.6 Under these circumstances, content featuring hate speech (37.4%) and violence (22.8% of total) were the biggest contributors to a 6.2% overall brand risk for desktop display in H1 2020. When stay-at-home orders were introduced during the early wave of the pandemic in Brazil, brand risk shifted toward adult content and offensive language. Adult content (25.4%) and offensive language (29.7%) combined represented over half of brand risk for desktop display by H1 2021. However, steep year-over-year reductions in the shares of hate speech (-23.6pp) and violent content (-11.9pp) cut brand risk for desktop display by more than half to 2.3% in H1 2021 (charts 5 and 8).Brands in Mexico historically have struggled with high volumes of violent content amid news coverage of the ongoing war on drug cartels and related death toll since 2006.7 As a result, violent content accounted for 44.9% of brand risk for desktop display when the benchmark debuted in Mexico in H1 2020. Yet, when high rates of COVID-19 infections engulfed the country in H1 2021,8 renewed stay-at-home behaviors and localized lockdowns led to a drop in the share of violent content to 23.5% and pushed overall brand risk down to 2.3%. Simultaneously, adult content became the top risk category in Mexico jumping from 15.2% to 26.7% between H1 2020 and H1 2021 (charts 5 and 9) as COVID-19 infections increased.CHART 8CHART 912MQR H1 2021Video viewability levels were up across all environments and nearly all markets worldwide. Connected TV (CTV) remained the most viewable format overall, reaching 93.2% in H1 2021, with video in all other environments (mobile web, mobile app, and desktop) hovering below the 80% mark.Desktop video viewability rose 1.8pp to reach 77.0% worldwide, driven by Germanys 7.4pp year-over-year increase to 78.9% and Australias 2.2pp annual improvement to 79.1%. France (-1.3pp) and Canada (-0.1pp) were the only countries where desktop video viewability dropped in H1 2021.Global viewability improved most for mobile web video ads, rising 5.4pp to 79.0% in H1 2021. France (+9.0pp), Canada (+6.2pp), and Germany (+4.5pp) led the global gains in this metric, while Spain (-1.9pp) experienced lower viewability levels in mobile web video.Display viewability levels decreased across web environments in H1 2021. Global display viewability was down 2.4pp on desktop and 3.3pp on mobile web year-over-year, reaching 69.5% and 64.3% respectively. The worldwide reductions were driven by drops across Asia Pacific, as New Zealand (-8.0pp), Singapore (-7.3pp), and India (-7.2pp) experienced the steepest losses in desktop environments. Mobile web display viewability dropped most notably in Singapore (-11.0pp), New Zealand (-7.5pp), and Japan (-6.5pp). Indonesia, however, saw desktop and mobile web display viewability rise 4.4pp and 5.2pp year-over-year, respectively, in H1 2021the most of any country worldwide.Mobile apps were the only environment with overall increased display viewability levels, rising 2.4pp annually to reach 73.2% in H1 2021. Mobile app display viewability increased most in Singapore (+8.7pp), New Zealand (+7.5pp), and the United States (+6.3pp), while Italy (-1.6pp) and the United Kingdom (-1.4pp) were the only two markets with annual decreases.Viewability04* prior year data not available13MQR H1 202171.7%73.1%AUSTRALIACANADA73.4%74.3%71.5%UNITED KINGDOM72.9%70.9%71.6%UNITED STATESGERMANY69.2% 71.5%SWEDEN65.2% 71.2%54.9%INDIA62.1%54.8% 57.4%JAPAN60.8%ITALY63.0%59.7% 63.6%SPAIN66.1%FRANCE69.4% 61.6% 69.6%NEW ZEALAND62.5%SINGAPORE69.8%ARGENTINA*71.0%VIETNAM*63.6%70.7%BRAZIL*73.9%POLAND*61.3%BELGIUM*66.4%INDONESIA62.0%66.0%MEXICO65.5%69.5%71.9%WORLDWIDEH1 2020 H1 2021Viewability | Desktop DisplayIn view per the MRC standard14MQR H1 202174.4% 75.5%SPAIN68.1% 68.2%UNITED STATES71.5% 78.9%GERMANYCANADA76.1%76.0%FRANCE79.9%78.6%73.5% 74.4%UNITED KINGDOM77.0%75.2%WORLDWIDEAUSTRALIA76.9% 79.1%85.0%85.1%ITALYViewability | Desktop VideoIn view per the MRC standardH1 2020 H1 2021* prior year data not available15MQR H1 202170.5% 72.6%AUSTRALIACANADA68.8%69.2%69.2%UNITED KINGDOM72.5%66.8%67.6%UNITED STATESGERMANY60.8% 64.0%SWEDEN60.8% 66.1%57.9%INDIA58.9%45.4% 51.9%JAPAN57.3%ITALY60.0%59.8%60.5%SPAIN57.9%FRANCE62.0%60.1% 67.6%NEW ZEALAND56.9%SINGAPORE67.9%ARGENTINA*72.6%VIETNAM*70.4%69.1%POLAND*67.1%BRAZIL*51.0%BELGIUM*72.0%INDONESIA66.8%63.6%MEXICO63.5%Viewability | Mobile Web DisplayIn view per the MRC standard64.3%67.6%WORLDWIDEH1 2020 H1 2021* prior year data not available16MQR H1 202172.5% 74.9%UNITED KINGDOM66.1% 67.6%UNITED STATES68.2% 72.7%GERMANYCANADA75.3%69.1%FRANCE84.6%75.6%74.2% 76.1%SPAIN79.0%73.6%WORLDWIDEAUSTRALIA70.3% 74.1%83.2% 87.4%ITALYViewability | Mobile Web VideoIn view per the MRC standardH1 2020 H1 2021* prior year data not available17MQR H1 202171.0% 76.2%AUSTRALIACANADA75.4% 77.9% 72.1%UNITED KINGDOM73.5%78.9% 85.2%UNITED STATES GERMANY58.4%58.9%SWEDEN*58.7%51.3%INDIA54.1%68.9%ITALY70.5% 53.9% 60.1%SPAIN64.8%FRANCE66.6%50.9% 58.4%NEW ZEALAND66.2%SINGAPORE74.9%64.6%POLAND*74.7%BELGIUM*68.7%INDONESIA*69.9%MEXICO*Viewability | Mobile App DisplayIn view per the MRC standard73.2%70.8%WORLDWIDEH1 2020 H1 2021* prior year data not available18MQR H1 202193.2%79.0%73.6% 75
展开阅读全文