Singapore – 25 April 2018 – Integral Ad Science (IAS), the measurement and analytics company that empowers the advertising industry, today released its first Southeast Asian, Hong Kong, and Taiwan Media Quality Report for H2 2017.

This report covers media quality benchmarks across brand safety, ad fraud, and viewability on desktop platforms, global video, mobile web, and mobile in-app with data from Southeast Asia including Indonesia, Malaysia, The Philippines, Singapore, Thailand and Vietnam as well as data from Hong Kong and Taiwan.

Report Highlights

Overall, brand risk across all buy types is below the global benchmark.
Brand risk across all buy types in SEA, HK, Taiwan is 3.5% which is below the global benchmark of 7.9% for H2 2017. Indonesia (9.1%) and Thailand (8.6%) have higher brand risks than Singapore (2.5%) and Malaysia (2.2%).

Overall, viewability is higher than global average.
Viewability in SEA, HK, and Taiwan is 58.9% which is above the global average of 55.8% for H2 2017. Across all buy types, nearly 1 in 4 impressions is still in view after 15 seconds.

Optimising for fraud is making an impact
Fraud rates for campaigns that optimised against fraud remained relatively flat showing optimisation efforts are paying off by keeping fraud rates low. However, in H2 2017, Singapore and Hong Kong had higher fraud risk at 20.7% and 14.0% respectively, because ad fraudsters intend to follow where the digital spend goes and be more active in the advanced markets.

Niall Hogan, Managing Director Southeast Asia, Integral Ad Science, comments, “This report shows the importance to advertisers, and buyers and sellers of digital media, of looking at SEA on a country level. Display Brand Safety over all is relatively low at 3.5% across the region, but peaks in Indonesia at 9.1%. Likewise, we see low levels of Fraud in most SEA markets, but it is high at 20.7% in Singapore. This is most likely because fraudsters are chasing the higher CPMs that a market like Singapore commands. It is only by looking at their own data, in the different markets that they advertise in, that advertisers will be able to identify potential problems, and ultimate make changes that improve efficiencies and save them money.”

Brand Risk

Media Quality Report brand risk benchmarks are broken out into moderate, high and very high thresholds of risk. The majority of risk in SEA, HK, and Taiwan fall within the moderate category for both publisher direct and programmatic buy types.

Compared to the global average, overall brand risk across all buy types in SEA, HK, Taiwan is 3.5% which is below the global benchmark of 7.9% for H2 2017. Global brand risk has been on the rise since H1 2017 largely driven by headlines around topics such as violence and hate speech.

Over one third of the risky impressions in SEA, HK, and Taiwan fall within the offensive language and controversial news category. The offensive language and controversial news category for desktop display within publisher direct buys is 50.9% in H2 2017. This may be due to an influx of premium publisher coverage around offensive language and controversial news which is classified as moderate risk.

In H2 2017, brand risk across all buy types in Indonesia is 9.1% and in Thailand is 8.6%. Singapore and Malaysia have lower brand risk at 2.5% and 2.2% respectively.

Viewability:

Viewability in SEA, HK, and Taiwan is 58.9% which is above the global average of 55.8% for H2 2017. Across all buy types, nearly 1 in 4 impressions is still in view after 15 seconds. Taking a closer look at SEA countries in H2 2017, Malaysia and Singapore have higher viewability, in comparison to Indonesia and Vietnam.

Ad fraud:

Fraud rates for campaigns that optimised against fraud remained relatively flat showing optimisation efforts are paying off by keeping fraud rates low. Vietnam had the highest average rate of optimized against fraud in SEA at 0.6%.

Non-optimised desktop display fraud rates across SEA, Hong Kong, Taiwan is an average 7.2%, compared to the global desktop display average of 8.7%. Non-optimised fraud levels are representative of campaigns where no fraud mitigation strategy is in place.

In H2 2017, Singapore and Hong Kong have higher fraud risk at 20.7% and 14.0% respectively, because ad fraudsters intend to follow where the digital spend goes and be more active in the advanced markets.

Built on in-house data science and engineering expertise, IAS’s brand safety solution has capabilities in multiple languages, across eight risk categories (adult, alcohol, hate speech, illegal downloads, illegal drugs, offensive language & controversial news, violence and gambling), covering 40 languages and nearly 99% of internet users. The SEA, HK & TW Media Quality Report was based on nearly 500 billion global impressions from advertising campaigns that ran between 1st July and 31st December 2017.

The full report can be viewed here.

About IAS

Integral Ad Science (IAS) is a global measurement and analytics company that builds verification, optimization, and analytics solutions to empower the advertising industry to invest with confidence and activate consumers.