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Media Quality Report H2 2018 UNITED KINGDOM EDITION1 IAS Media Quality Report H2 2018 | United Kingdom Edition Table of contents 01 02 05 03 06 04 07 Introduction Pg. 2 Viewability Pg. 4 Time-in-view Pg. 12 Ad fraud Pg. 14 Brand risk Pg. 17 Spotlight Pg. 22 About IAS Pg. 232 IAS Media Quality Report H2 2018 | United Kingdom Edition The UKs digital media market currently favours optimism. Despite Brexit-induced market concerns, alongside brand safety issues and a lack of trust and transparency in digital advertising, ad spend for digital now totals over 14 billion in the UK, while global ad spend is predicted to rise 4.3%, pushing total investment over 471 billion. As a consequence of increasing budget flowing into digital, advertisers are demanding higher quality and greater impact. With the emergence of new digital formats and channels, advertisers now want to understand the quality of their media across their entire media plan. Consequently, we have seen all sides of the industry invest in verification to meet calls for higher standards from the buy side. The data shows this approach is working, with programmatic inventory quality quickly closing the gap with inventory bought direct. For the first time in H2 2018, programmatic viewability rates surpassed direct buys, when looking at desktop and mobile web impressions in the UK. This latest Media Quality Report looks into the current state of digital media in the UK to allow advertisers and publishers to better understand media quality, while providing essential benchmarks that highlight key areas of quality and help prevent loss of value. Introduction 01 Top UK media quality trends Programmatic outperforms direct buys Publishers and their tech providers are catching up with the demand for higher standards for programmatic inventory from the buy side. Although impressions sourced via publisher direct channels traditionally offer higher viewability and still do in video programmatic narrowed the viewability gap and even overtook in some environments. Video drives increased time-in-view Video campaign impressions surpassed both desktop and mobile web for the length of time-in-view. When looking at impressions sourced via programmatic channels, video impressions drove the highest time- in-view rate, at 14.7 seconds, providing the greatest opportunity to fully capture UK consumer attention. Ad fraud impacts 1% of UK desktop display buys Ad fraud affects up to 1% of UK desktop display impressions. According to IAB UKs latest ad spend results, display spend has reached 2.3 billion ad fraud then has the potential to impact up to 23 million of UK advertising spend. Fraud can increase during the second half of the year as fraudsters are attracted to the lucrative holiday shopping period. Brand risk continues to fall, but risk in video increases Brand risk in the UK reduced by 28.9% over the second half of 2018 for desktop display. This mirrors results from the first half of the year, where risk decreased 22.4%. However, video impressions did experience a slight rise, up by 12.5%, which means 1 in every 10 UK video impressions was flagged for appearing next to content that could pose a risk to a brands image or reputation.3 IAS Media Quality Report H2 2018 | United Kingdom Edition 3 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 at least 50% of pixels are on screen for at least two continuous seconds. Time-in-view Time-in-view is the average duration that a viewable impression remained in-view. This calculated 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 human users, resulting in financial or opportunity loss by the advertiser and/or publisher in a digital advertising transaction. 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 incorporate any form of fraud mitigation strategy or technology. These benchmarks reflect a global average. Brand risk Impressions on pages that are flagged as posing harm 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 controversial content, and violence. Definitions IAS Media Quality Report H2 2018 | United Kingdom Edition4 IAS Media Quality Report H2 2018 | United Kingdom Edition UK desktop display viewability rates reached an all-time high of 68.8% during H2 2018, improving by 29.1% from the previous six months. As programmatic becomes the de facto way of trading ad impressions, we can see that in the second half of 2018, viewability rates in programmatic surpassed those in direct buys. Despite this progess, there has been a slow down in the rate of improvement and viewability could stabilise in the near future. UK desktop viewability improved across the board, with nearly one-third (31%) of desktop display impressions remaining in view for 15 seconds. Desktop video viewability rates also improved slightly, with two-thirds (66.1%) of video ads found to be in- view. While viewability for mobile web video declined slightly compared to H1 2018, mobile web display showed improvement. Mobile web impressions sourced via programmatic channels performed well in H2 2018, increasing 16.6% year-on-year. Mobiles share of programmatic video advertising is expected to remain on an upward trajectory, while mobile video viewing continues to grow indicating that audiences are hungry for short, on-the-go clips. Shifting video consumption patterns will likely push traffic and engagement up and this could impact the viewability rates for ads that support video. Finally, with programmatic accounting for 76% of digital media trading in the UK, more premium video publishers may now shift direct ad sales to programmatic. Ad size Whilst ad size impacts the likelihood an ad will be viewable or not, viewability for all ad sizes increased during H2 2018. Similar to previous Media Quality Reports, ad units which are vertically oriented outperform ads that are horizontally oriented. Skyscraper ads achieved the highest viewability rate at 74.2%. Viewability 025 IAS Media Quality Report H2 2018 | United Kingdom Edition Viewability Desktop display Desktop video 68.8% 6 6. 1% 69. 1% 65.7% 6 7. 7 % 66.7% ALL BUY TYPES ALL BUY TYPES PROGRAMMATIC PROGRAMMATIC PUBLISHER DIRECT PUBLISHER DIRECT In view per the MRC standard In view per the MRC standard DESKTOP OVERVIEW6 IAS Media Quality Report H2 2018 | United Kingdom Edition Desktop display 67.7+49.5+29.2 70% 60% 50% 40% 30% 20% 10% 0% Impressions in view 1s 5s 15s Seconds in view 69.1+51.5+31.5 6 7. 7 % 68.8% 69. 1% 49. 5% 51 . 1% 51 . 5% 29. 2% 31 .0% 31 . 5% All buy types Programmatic Publisher direct Viewability BY SECONDS IN VIEW 69.1+49.5+31.07 IAS Media Quality Report H2 2018 | United Kingdom Edition Desktop display 1s 5s 15s Billboard 970x250 MPU 300x250 Double MPU 300x600 Skyscraper 160x600 Leaderboard 728x90 63.6 38.6 20 63.6% 38.6% 20.0% 69.8 53.1 32.7 69.8% 53.1% 32.7% 73.8 57.5 36.8 73.8% 57.5% 36.8% 73.8 60.4 40.6 74.2% 60.4% 40.6% 63.1 44 26.8 63.1% 44.0% 26.8% Viewability BY AD SIZE8 IAS Media Quality Report H2 2018 | United Kingdom Edition Mobile web display Mobile web video 62 .0% 65. 2% 62 . 4% 63. 2% 6 0. 4% 68. 2% ALL BUY TYPES ALL BUY TYPES PROGRAMMATIC PROGRAMMATIC PUBLISHER DIRECT PUBLISHER DIRECT In view per the MRC standard In view per the MRC standard Viewability MOBILE WEB OVERVIEW9 IAS Media Quality Report H2 2018 | United Kingdom Edition Mobile web display 60.4+40.8+21 70% 60% 50% 40% 30% 20% 10% 0% Impressions in view 1s 5s 15s Seconds in view 62.8+40.9+1762+40.9+19 6 0. 4% 62 .0% 62 . 4% 4 0. 8% 4 0.9% 4 0.9% 20. 3% 1 9.0% 1 8.6% All buy types Programmatic Publisher direct Viewability BY SECONDS IN VIEW10 IAS Media Quality Report H2 2018 | United Kingdom Edition Mobile app display 45 . 1% 42 .8% 53 .6% ALL BUY TYPES PROGRAMMATIC PUBLISHER DIRECT In view per the MRC standard Viewability MOBILE APP OVERVIEW11 IAS Media Quality Report H2 2018 | United Kingdom Edition Mobile app 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 53.6+38.6+24 42.8+31.2+18.945.1+32.7+20 53 .6% 45 . 1% 42 .8% 38. 6 % 32 .7% 31 . 2% 2 4 .0% 20.0% 1 8.9% * This section is new to the report12 IAS Media Quality Report H2 2018 | United Kingdom Edition Time-in-view metrics go beyond binary viewability measurement and provide insight into whether ads were viewable long enough to make an impact. Based on all viewable impressions seen in the UK during H2, the average time an advertiser had to make an impact and engage UK consumers was between 7.7 seconds and 14.7 seconds. There was minimal change in time-in-view rates compared to H1, however, overall averages saw a slight decline across formats. Desktop video ads remained the most engaging at 13.3 seconds in-view overall, with impressions sourced direct averaging 11.2 seconds and programmatic reaching an impressive 14.7 seconds. Overall, desktop display accumulated an average time-in-view of 10.7 seconds in H2, down from 10.9 seconds in H1. Desktop display ads remained more engaging than the average 7.9 seconds clocked by mobile web display ads. Time-in-view 0313 IAS Media Quality Report H2 2018 | United Kingdom Edition Desktop display Mobile web display Desktop video Mobile web video ALL BUY TYPES ALL BUY TYPES 7. 9 0 s 11 .4 4s PROGRAMMATIC PROGRAMMATIC 7. 7 0 s 1 1 . 57s PUBLISHER DIRECT PUBLISHER DIRECT 8. 53s 11 . 30s Time-in-view DESKTOP OVERVIEW MOBILE WEB OVERVIEW ALL BUY TYPES ALL BUY TYPES 10.68 s 1 3. 36s PROGRAMMATIC PROGRAMMATIC 10. 78 s 1 4.7 3s PUBLISHER DIRECT PUBLISHER DIRECT 10. 3 3 s 11 . 24s 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 1514 IAS Media Quality Report H2 2018 | United Kingdom Edition In H2 2018 across the UK market, the volume of fraudulent impressions increased across desktop and mobile web display. This is commonly linked to advertisers increased digital advertising spend ahead of the holiday shopping season. The UK optimised fraud rate for desktop display increased by 40.3% from 0.7% in H1 2018 to 1% in H2 2018, mostly driven by programmatic. On average, both mobile web display and mobile web video fraud levels are at the same level, at 0.5%. Currently 67.1% of the UK population are digital video viewers and due to these high engagement levels, video inventory has a growing ad spend pot expected to exceed 13.5 billion by 2020 which may consequently attract more fraudsters. Ad fraud 04 The parity between optimised fraud display and video benchmarks is notable given that fraudsters have historically focused on the higher CPMs provided by video, typically keeping video ad fraud rates significantly higher than those for display impressions.15 IAS Media Quality Report H2 2018 | United Kingdom Edition Desktop display Desktop videoOPTIMISED AGAINST AD FRAUD OPTIMISED AGAINST AD FRAUD GLOBAL NON-OPTIMISED GLOBAL NON-OPTIMISED All buy types Programmatic Publisher direct 0% 0% 20% 20% 20% 20% 1 . 1% 1 .0% 1 3 .0% 9. 1% 1 .0% 1 . 1% 10. 1% 9.6% 1 .0% 1 . 2% 9. 1% 9. 8% Ad fraud DESKTOP OVERVIEW16 IAS Media Quality Report H2 2018 | United Kingdom Edition Mobile web display Mobile web videoOPTIMISED AGAINST AD FRAUD OPTIMISED AGAINST AD FRAUD GLOBAL NON-OPTIMISED GLOBAL NON-OPTIMISED All buy types Programmatic Publisher direct 0% 0% 20% 20% 20% 20% 4 . 1% 9. 1% 0. 5% 0. 5% 0.6% 0. 5% 4.7% 9. 3% 0. 5% 0.6% 4.9% 10. 2 % Ad fraud MOBILE WEB OVERVIEW17 IAS Media Quality Report H2 2018 | United Kingdom Edition Total desktop display brand risk fell to a two-year low of 3.2% in H2 2018, down from 4.5% in H1, improving by 28.9%. Brand risk for display inventory maintained a positive, downward trajectory with the only increase on video. Overall, brand risk levels across desktop display and video are fairly similar, whilst the majority of risky impressions were flagged at moderate risk. Brand risk across mobile web display inventory dropped from 4.2% to 3.4% between H1 and H2 2018, improving 20.1%, with programmatic inventory making the most progress. Brand risk 05 Video ads experienced growth in brand risk on both desktop and mobile web environments, likely due to the ad-packed holiday season. Desktop video brand risk inched up 12.5% in successive periods to reach 11.9% in H2 2018. Brand risk for mobile video inventory rose 27.7% to average 11.6% overall, driven primarily by increased risk around the alcohol category on programmatic inventory. Advertisers must take extra care during the holiday season and protect themselves as best as possible against risky content.18 IAS Media Quality Report H2 2018 | United Kingdom Edition Desktop display Desktop video ALL BUY TYPES ALL BUY TYPES PROGRAMMATIC PROGRAMMATIC PUBLISHER DIRECT PUBLISHER DIRECT BREAKDOWN: BREAKDOWN: BREAKDOWN: BREAKDOWN: BREAKDOWN: BREAKDOWN: Moderate Moderate Moderate Moderate Moderate Moderate 11 .7% 3 . 1% 8. 3% 3 . 1% 1 8 . 4% 3 .0% 0. 3 % 0. 1% 0. 3 % 0. 2 % 0. 3 % 0. 1% 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 11 .9% 3. 2% 8. 5% 3. 2% 18.7% 3. 2% Numbers may not add up exactly due to rounding Brand risk BY LEVEL19 IAS Media Quality Report H2 2018 | United Kingdom Edition Desktop display Desktop video *Numbers may not add up exactly due to rounding 5.1+22.2+1.4+2.2+49.9+5.8+13.5 5.1+23.9+1.4+5.8+46.3+5.1+12.8 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 3.1+30.5+1.4+2.2+49.9+3.7+10.3 3.1+30.5+1.4+1.4+55.8+2.2+6.6 5.1% 5.0% 3.1% 2 .6% 22. 2% 23.9% 49.9% 46.3% 5.8% 4.8% 1 3.5% 12 .8% 49.7% 55.8% 3.7% 2 .4% 10. 3% 6.6% 1 .4% 1 .1% 2. 2% 6.1% 0.9% 0. 5% 1 .7% 1 .1% 30. 5% 30.9% Programmatic Publisher direct Brand risk BY CATEGORY20 IAS Media Quality Report H2 2018 | United Kingdom Edition Mobile web display Mobile web video Numbers may not add up exactly due
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