Integral Ad Science - Risky content and a huge shift to programmatic

Chris Pash
By Chris Pash | 21 April 2021

Digital ad verification firm Integral Ad Science has released its Media Quality Report (MQR) for the second half of 2020 showing Australian brand risk increased across media environments.

Jessica Miles, country manager ANZ at Integral Ad Science, says the past year brought about a different type of risky content

And marketers were divided on their approach.

“Some continued to run their advertising adjacent to coronavirus content and some withdrew from the media completely,” she says.

“As the situation evolved, marketers adopted a more nuanced approach, considering the context and sentiment of the adjacent content to drive audience engagement in high-quality, contextually suitable environments.”

She says brand risk, an important metric, has a direct impact on a brand’s reputation with the potential to adversely impact brand value.

“Programmatic pre-bid targeting facilitates buying quality impressions and reducing wastage,” she says.

“As we emerge from the challenges of the past year and with the huge shift to programmatic, there is a greater focus on efficiency and as marketers, we’ve learned that Contextual Targeting is a viable, privacy-compliant solution for driving efficiencies, engagement, and ROI.”

Key insights from the report:

After a year of unexpected news and events, Australian brand risk increased across media environments.

Brand risk on desktop display rose to 2.9% in December half of 2020 from 1.9% in the same six months the year before.

Brand risk on desktop video increased to 3.6% from 2.2%. Mobile web video saw an increase of 0.4 percentage points to 4.6%, with the worldwide average at 8.6%.

For New Zealand, the brand risk on desktop display reduced to 3.7% from 5.1%.

Video impressions witnessed increased brand risk worldwide, a trend that tended to correlate to increased video consumption and video ad impression volumes as a result of consumer stay-at-home behaviors. Adult content was the primary driver of increased brand risk across all formats worldwide, often followed by hate speech.

Mobile web display showed an increase in brand risk in Australia, rising by 1.7 percentage points to 4.2% from 2.5% in a year defined by tragic domestic events.

Australia witnessed an increase in ad fraud on desktop video, which saw an optimised against-ad-fraud rate of 1.6%, twice the average rate a year earlier. The worldwide optimised desktop video ad fraud rate remained stable at 0.8%.

Australia showed slight decreases in ad fraud levels on mobile web video (0.1 pp decrease to 0.5%) and on mobile web display (0.2 pp decrease to 0.5%).

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