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Media Quality Report H1 2018 UNITED KINGDOM EDITION1 Table of contents 01 02 05 03 06 04 07 Introduction Pg. 2 Viewability Pg. 4 Time-in-view Pg. 11 Ad fraud Pg. 13 Brand risk Pg. 16 Spotlight Pg. 21 About IAS Pg. 22 IAS Media Quality Report H1 2018 | United Kingdom Edition2 Fraudulent, non-viewable impressions, and risky content erode value for advertisers. When impressions are not viewable or not served to a real human they never have the opportunity to create impact. Ads delivered next to risky content can incur negative brand perception or cause damage to a brands image. Only using verification can advertisers protect themselves from loss of value due to these media quality threats. But how do advertisers really create value? The answer might be in the way we look at ad exposure. The amount of time consumers are exposed to advertising directly impacts the effectiveness of campaigns. As a result, weve included time-in-view metrics in the report for the first time, showing the average duration impressions remain in-view. Key H1 2018 UK media quality trends Mobile web performance shines in the UK Consumers are deeply connected to their mobile devices, and mobile continues to change how media is consumed. In the H1 2018 Report, we discovered that mobile web offers the best quality: The highest viewability performance was found in mobile web video at 69%. Additionally, risk to a brands image and ad fraud were both reduced in mobile environments. Programmatic viewability continues to improve Programmatic inventory includes media from a diverse array of sources. Direct buys have traditionally led to higher viewability and that remains true on average. However, we see that programmatic viewability continues to improve and is beginning to Introduction 01 reach parity with direct inventory sources. From H2 2017 to H1 2018, UK desktop programmatic display viewability has improved 20.5% from 52.5% to 63.3%. Average impression duration is longer on desktop On-the-go consumers spend less time on individual pieces of content but are consuming more content overall. We discovered that the time spent viewing mobile ads aligns with this pattern, with consumer attention spans found to be shorter on mobile. During H1 2018, UK desktop impressions were in-view for an average of 10.88 seconds which was 33.8% longer when compared to mobile display. IAS Media Quality Report H1 2018 | United Kingdom Edition3 With each Media Quality Report we offer new insights, include additional benchmarks and involve key global markets. We are excited to announce the inclusion of expanded mobile data for the larger digital markets. Additionally, in the H1 2018 report we are able to include greater video data across a larger number of markets around the globe. More mobile data and new time-in-view benchmarks In the UK, we are excited to announce we have included mobile web display, mobile web video, and mobile app display data for the first time in H1 2018. We are also launching time-in-view benchmarks that show the average duration that impressions were in-view. Whats new? Definitions 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 one second, and a video ad impression is viewable if the ad is playing while a minimum of 50% of pixels are on screen for at least two continuous seconds. Time-in-view Time-in-view is the average duration that impressions remained in-view. This average does not include impressions that were not viewable according to the MRC standard. Ad fraud 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. Optimised fraud Optimised fraud benchmarks represent campaigns that were executed with a fraud mitigation strategy and employed use of ad fraud technology. Global non-optimised fraud Non-optimised fraud benchmarks represent campaigns that did not have any form of fraud mitigation strategy and did not employ any form of ad fraud technology. These benchmarks now reflect a global average. Brand risk Impressions that are flagged for posing a level of damage to brand image and/or reputation through association, based on seven core content categories: adult, alcohol, hate speech, illegal downloads, illegal drugs, offensive language and violence. IAS Media Quality Report H1 2018 | United Kingdom Edition4 In the H2 2017 report, we observed a trend of increasing viewability on desktop and in H1 2018 desktop viewability continued to improve. These improvements are likely the result of industry-wide efforts, across both the buy and sell side, to tackle viewability issues. UK desktop display viewability improved by 19%, from 53.3% in H2 2017 to 63.4% in H1 2018. For desktop video however, there was a slight decrease in viewability over the first half of 2018. Video viewability decreased by 2.5% from 66.2% to 64.5% for all buy types. Ad size impacts the likelihood an ad will be viewable. Similar to previous Media Quality Reports, vertically oriented ads tend to outperform ads that are horizontally oriented in H1 2018. Skyscrapers enjoyed the highest viewability at 70.5% compared to Leaderboards at 56.8% which had the lowest viewability. New to the H1 2018 report, we include mobile benchmarks that are specific to the UK for viewability across both display and video formats. Mobile web viewability on average is found to be lower than desktop, unless it is video. Mobile web video was the best performing for viewability in H1 2018 with an overall benchmark of 69.0%. Mobile app display viewability levels significantly fall below desktop and mobile web with more than half of in-app ads found to be out of view, at 48.2%. There is slight improvement for in-app viewability in publisher direct buys where viewability increases to 49.7%. Viewability 02 IAS Media Quality Report H1 2018 | United Kingdom Edition5 IAS Media Quality Report H1 2018 | United Kingdom Edition Viewability Desktop display Desktop video DESKTOP OVERVIEW 6 3.4 % 64 .5 % 63. 3% 6 4.7% 65 . 1% 63.9% ALL BUY TYPES ALL BUY TYPES PROGRAMMATIC PROGRAMMATIC PUBLISHER DIRECT PUBLISHER DIRECT In view per the MRC standard In view per the MRC standard6 IAS Media Quality Report H1 2018 | United Kingdom Edition Desktop display All buy types Programmatic Publisher direct Viewability BY SECONDS IN VIEW 65.1+46.3+26.4 63.3+46.0+26.9 70% 60% 50% 40% 30% 20% 10% 0% Impressions in view 1s 5s 15s Seconds in view 65 . 1% 6 3.4 % 63. 3% 46. 3% 4 6 .0% 4 6 .0% 26. 4% 26.9% 26.9% 63.3+46.0+26.97 IAS Media Quality Report H1 2018 | United Kingdom Edition Desktop display 1s 5s 15s Viewability BY AD SIZE Billboard 970x250 MPU 300x250 Double MPU 300x600 Skyscraper 160x600 Leaderboard 728x90 19.5 63.0 39.9 63.0% 39.9% 19.5% 65.1 48.2 27.6 65.1% 48.2% 27.6% 70.1 51.1 31.2 70.1% 51.1% 31.2% 70.5 53.4 34.4 70.5% 53.4% 34.4% 56.8 38.2 22.1 56.8% 38.2% 22.1%8 IAS Media Quality Report H1 2018 | United Kingdom Edition Mobile web display Mobile web video Viewability MOBILE WEB OVERVIEW 5 7. 6 % 69.0% 5 7. 6 % 6 8 . 5% 5 7. 3 % 69.9% ALL BUY TYPES ALL BUY TYPES PROGRAMMATIC PROGRAMMATIC PUBLISHER DIRECT PUBLISHER DIRECT In view per the MRC standard In view per the MRC standard9 IAS Media Quality Report H1 2018 | United Kingdom Edition Mobile web display All buy types Programmatic Publisher direct Viewability BY SECONDS IN VIEW 70% 60% 50% 40% 30% 20% 10% 0% Impressions in view 1s 5s 15s Seconds in view 57.3+37.4+18.9 57.6+36.3+17.3 57.6+36.3+17.5 5 7. 3 % 5 7. 6 % 5 7. 6 % 3 7. 4 % 36. 4% 36. 3% 1 8.9% 1 7. 5 % 1 7. 3 %10 IAS Media Quality Report H1 2018 | United Kingdom Edition Mobile app display Viewability MOBILE APP OVERVIEW 48. 2% 4 7. 3 % 49.7 % ALL BUY TYPES PROGRAMMATIC PUBLISHER DIRECT In view per the MRC standard11 In the H1 2018 Media Quality Report, we are including time-in-view benchmarks for the first time. These benchmarks go beyond the binary viewability measurement and provide insight into not just whether or not ads are viewable, but if they are viewable long enough to make an impact. Based on all viewable impressions seen in the UK during H1, the average time an impression appeared on screen ranged from 8.05 seconds to 15.90 seconds. UK advertisers on average have just over 11 seconds to create an impact with a digital ad campaign. The average duration varied depending on buy type, device and format, with programmatic video impressions achieving the greatest time-in-view duration. Interestingly, programmatic buys were just as likely to generate impressions with greatest time-in-view when compared to publisher direct buys. Time-in-view 03 IAS Media Quality Report H1 2018 | United Kingdom Edition12 Desktop display Mobile web display Desktop video Mobile web video ALL BUY TYPES ALL BUY TYPES 8. 1 3s 11 .81 s PROGRAMMATIC PROGRAMMATIC 8 .05 s 11 . 58s PUBLISHER DIRECT PUBLISHER DIRECT 9. 2 4 s 1 1 . 8 7s Time-in-view DESKTOP OVERVIEW MOBILE WEB OVERVIEW ALL BUY TYPES ALL BUY TYPES 10. 8 8 s 1 4. 53s PROGRAMMATIC PROGRAMMATIC 10. 89 s 1 5.90s PUBLISHER DIRECT PUBLISHER DIRECT 10. 5 8 s 1 2 . 2 7s 5 10 0 15 5 10 0 15 5 10 0 15 5 10 0 15 5 10 0 15 5 10 0 15 5 10 0 15 5 10 0 15 5 10 0 15 5 10 0 15 5 10 0 15 5 10 0 15 IAS Media Quality Report H1 2018 | United Kingdom Edition13 In H1 2018, on average we saw higher levels of optimised fraud on video in comparison to display, as fraudsters tend to follow the higher CPMs provided by video formats. For example, desktop display fraud, including both programmatic and publisher direct buys, was 0.7% compared to 1.4% for desktop video. New to the H1 2018 report, we are including UK mobile benchmarks for fraud across both display and video formats. On average, both mobile web display and video fraud levels are below that of desktop display and video. Mobile web video and mobile web display optimised against fraud levels are relatively the same at 0.5% and 0.4%, respectively. Optimised against fraud levels remained relatively steady between H2 2017 to H1 2018. However, we saw a slight increase in publisher direct fraud for desktop display from 0.8% to 1.0%. The consistency in optimised against fraud benchmarks, especially within programmatic buys, over time shows that the industry can hold fraud levels to a minimum as long as optimisation efforts are in place. Ad fraud 04 IAS Media Quality Report H1 2018 | United Kingdom Edition14 IAS Media Quality Report H1 2018 | United Kingdom Edition Desktop display Desktop video All buy types Programmatic Publisher direct Ad fraud DESKTOP OVERVIEWOPTIMISED AGAINST AD FRAUD OPTIMISED AGAINST AD FRAUD GLOBAL NON-OPTIMISED GLOBAL NON-OPTIMISED 0% 0% 0% 0% 20% 20% 20% 20% 1 .0% 1 . 1% 1 2 . 5% 7. 9 % 0. 7 % 1 . 4% 10.0% 8.6% 0. 7 % 1 . 5% 9. 8% 9. 1%15 IAS Media Quality Report H1 2018 | United Kingdom Edition Mobile web display Mobile web video All buy types Programmatic Publisher direct Ad fraud MOBILE WEB OVERVIEWOPTIMISED AGAINST AD FRAUD OPTIMISED AGAINST AD FRAUD GLOBAL NON-OPTIMISED GLOBAL NON-OPTIMISED 0% 0% 0% 0% 20% 20% 20% 20% 4. 3% 0. 4% 0. 5% 0.6% 0. 4% 5.7% 7. 2 % 0. 4% 0. 5% 7. 3 %16 Overall, brand risk levels across desktop display and desktop video are similar. The majority of risky impressions were flagged in the moderate risk level. Mobile web brand risk data for the UK is included in the H1 2018 report for the first time. This allows us to gain a more strategic view of the nature of risk on mobile devices versus desktop. Looking into mobile web, we observed that overall mobile web video posed significantly more risk to a brand than mobile web display, at 9.1% compared to 4.2%. Across all buy types, on desktop and mobile web, illegal drugs was the content category most likely to be flagged as posing a risk to brand advertising. Desktop video produced the highest flagged infractions for illegal drugs content at 40.7% of total risk across all buy types. Brand risk 05 IAS Media Quality Report H1 2018 | United Kingdom Edition17 IAS Media Quality Report H1 2018 | United Kingdom Edition Brand risk BY LEVEL 96 +3+1+D 96 +3+1+D 95 +4+1+H 94 +5+1+H 94 +5+1+H 96 +1.5+1.5+B ALL BUY TYPES ALL BUY TYPES PROGRAMMATIC PROGRAMMATIC PUBLISHER DIRECT PUBLISHER DIRECT BREAKDOWN: BREAKDOWN: BREAKDOWN: BREAKDOWN: BREAKDOWN: BREAKDOWN: Moderate Moderate Moderate Moderate Moderate Moderate 4. 3% 10. 1% 4 . 4% 10.0% 2 .8% 10. 4% 0. 2 % 0. 5% 0. 2 % 0. 4% 0. 1% 0. 5% 0. 1% 0. 1% 0. 1% 0. 1% 0. 1% 0. 1% High High High High High High Very high Very high Very high Very high Very high Very high 4 . 5% 10.6% 4.6% 10. 4% 3 .0% 10.9% Numbers may not add up exactly due to rounding Desktop display Desktop video18 IAS Media Quality Report H1 2018 | United Kingdom Edition Desktop display Desktop video Programmatic Publisher direct Brand risk BY CATEGORY *Numbers may not add up exactly due to rounding 10.4+25.3+1.9+39.9+1.9+5.6+14. 11.0+8.4+1.4+14.+35.2+7.1+22.6 Adult Adult Alcohol Alcohol Hate speech Hate speech Illegal downloads Illegal downloads Illegal drugs Illegal drugs Violence Violence Offensive language & controversial news Offensive language & controversial news 11.0+18.2+1.9+2.5+39.9+5.6+19.5+ 15.3+13.2+1.4+2.5+48.6+3.9+15.5 10.4% 11 .0% 10.8% 15.3% 25.3% 8.4% 2 .1% 35. 2% 5.6% 7. 1 % 1 4.5% 22 .6% 40.4% 48.6% 6.3% 3.9% 19.7% 1 5.5% 1 .9% 1 .4% 40. 1% 1 4.4% 2 .1% 0.8% 2 .5% 2 .6% 18. 2% 13. 2%19 IAS Media Quality Report H1 2018 | United Kingdom Edition Mobile web display Mobile web video Brand risk BY LEVEL 96 +1.5+1.5+B ALL BUY TYPES ALL BUY TYPES PROGRAMMATIC PROGRAMMATIC PUBLISHER DIRECT PUBLISHER DIRECT BREAKDOWN: BREAKDOWN: BREAKDOWN: BREAKDOWN: BREAKDOWN: BREAKDOWN: Moderate Moderate Moderate Moderate Moderate Moderate 4 .0% 8.7% 4 .0% 5. 3% 3 . 1% 10.9% 0. 2 % 0. 4% 0. 2 % 0. 3 % 0. 1% 0. 5% 0. 1% 0. 1% 0. 1% 0. 1% 0. 1% 0. 1% High High High High High High Very high Very high Very high Very high Very high Very high 4. 2% 9. 1% 4. 3% 5. 5% 3. 2% 11 . 4% Numbers may not add up exactly due to rounding 97 +2+1+D 97 +2+1+D 96 +3+1+D 95 +4+1+H 94 +5+1+H20 IAS Media Quality Report H1 2018 | United Kingdom Edition Mobile web display Mobile web video Programmatic Publisher direct Brand risk BY CATEGORY *Numbers may not add up exactly due to rounding 13.2+18.2+1.9+1.4+31.2+10.4+25.8 10.4+8.4+1.9+5.6+18.2+17.1+39.9 Adult Adult Alcohol Alcohol Hate speech Hate speech Illegal downloads Illegal downloads Illegal drugs Illegal drugs Violence Violence Offensive language & controversial news Offensive language & controversial news 12 .5% 9.8% 12 .9% 13.6% 1 7. 5 % 7. 9 % 30.7% 18.3% 9.8% 1 7. 1 % 25.8% 39.7% 36.9% 8.0% 33.9% 7. 4 % 2 7. 8 % 2 7. 5 % 2 .4%
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