DoubleVerify (NYSE: DV), a pioneering software platform renowned for digital media measurement, data, and analytics, has recently unveiled its groundbreaking 2023 Global Insights Report. This comprehensive analysis stems from an examination of almost 5.5 trillion media transactions involving over 1,000 clients from approximately 100 nations worldwide. The report underscored the pressing necessity of consistent verification across all channels to create a robust foundation for effective performance.
The Critical Need for Verification in Digital Advertising
In a recent statement, Collette Spagnolo, the Vice President of Marketing Analytics at DoubleVerify, emphasized, “Based on our research, in order to drive consistent performance, it is essential that advertisers engage verification across all campaigns and environments. When verification is turned off or not applied, an advertiser becomes vulnerable to the swings in quality caused by unpredictable news cycles and increasingly sophisticated fraud schemes. Moreover, always-on protection helps the industry maintain a common and consistent gauge of media quality everywhere, as verification techniques evolve to encompass emerging channels for content consumption.”
Spagnolo further underlined the role of always-on protection, noting that it facilitates a unified and consistent measure of media quality across the industry, thereby adapting to the evolving nature of content consumption channels. “Having coverage, protection and insight into all channels is critical,” she stressed.
Noteworthy Insights from the 2023 Report: APAC Leads the Way
The report presented a comparative analysis of campaigns that leveraged verification versus those that did not, unearthing significant quality disparities. Among the key takeaways from the report were:
- APAC’s Unparalleled Video Viewability: Despite a 6% YoY decrease, APAC held the highest video viewability among all regions. Southeast Asia retained one of the world’s highest video viewability rates (85%) for the second consecutive year. The report also identified an upward trend in global viewability and a concurrent decrease in fraud, indicating the positive impacts of using verification.
- Lowest Fraud/SIVT Rates in APAC: APAC witnessed a 7% YoY increase in fraud/SIVT rates, yet these remained the lowest globally. There were significant declines in fraud/SIVT rates in the Philippines and Indonesia, but the rate in Thailand increased considerably.
- APAC’s Reduced Brand Suitability Violation Rate: The region observed a 2% overall drop in brand suitability violation rate, though SEA saw a 7% increase.
- The Untapped Potential for Attention-Based Measurement: Amid uncertainties, advertisers are increasingly turning towards attention-based measurement for campaign optimization and ROI enhancement. APAC’s media investments, particularly in in-app inventory, show promising results.
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Conrad Tallariti, the Regional Vice President of Sales for Asia at DoubleVerify, concluded, ““The digital media landscape is more saturated and complex than ever, with ads and content vying for attention – a finite resource. We can see that bad actors are trying to take advantage of the increasing digital ad spend in the region with the spike in fraud/SIVT rates in markets like Thailand. In such an environment, advertisers need to safeguard their investments through ensuring always-on verification on all channels or risk wasting media dollars. We hope this year’s Global Insights Reports will help marketers to get a better understanding of the verification metrics that matter and how these drive business results.”
To delve into the full 2023 Global Insights Report.
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