IAS：2022上半年媒体质量报告

17THEDITIONMediaQualityReportDrivebusinessoutcomeswithbettermediaqualityTableofcontentsIntroductionPg.40606Time-in-ViewPg.21002DefinitionsPg.50707AdFraudPg.260303KeyTrendofH12022Pg.60808BrandRiskPg.320404ViewabilityPg.90909LookingAheadPg.380505AdCompletionPg.17AboutIASPg.4117thEdition2ForewordfromourCEOAfterseveralyearsofmassivesocietalshifts,consumersareseeingmoreconsistenttrendsintheireverydaylives.Indigitaladvertising,however,weknowtheecosystemwillcontinuetoevolveasnewinnovationsemergeandcontentcreationincreases—enhancingtheneedforreliablemediaqualitymetrics.AtIntegralAdScience,ourbenchmarksserveasactionableinsightstohelpmarketersstayaheadoftheunpredictabilityofdigitalmedia.eproudtobeagloballeaderinmediaqualityprovidingmarketersacrosstheworldwithinsightstheycancountonforpeakperformance.TheMediaQualityReport(MQR)uncoversglobalperformancemetricsacrosskeycategoriesbasedonourvastdata,helpingourcustomerssetcampaignstandardsandoptimizemarketingstrategies.ustoneofthemanywaysweupholdourmissiontobuildtrustandtransparencyfortheworld’sleadingbrands,publishers,andplatforms.Ilookforwardtosharingourlatestbenchmarkswithyoutoprovidethestandardsthathelpyoudrivebusinessoutcomes.LisaUtzschneiderChiefExecutiveOfficerIntegralAdScience17thEdition3IntroductionAswegraduallyemergefromseveralyearsofunpredictability,theadvertisingindustryhaslearnedthatdigitaltrendsmaynotbeasconsistentorlong-lastingastheyoncewere.Assuch,digitalmediaisprogressingataswiftrate,withcontentcreationrapidlyboomingandnewplatformsconstantlyemerging.Inthisreport,weexplorehowmediaqualityhasevolvedoverthepastsixmonths,andhowmarketerscanusetheseshiftstomaximizefuturecampaignperformance.AtIntegralAdScience,wemeasuretrillionsofdataeventsmonthlyandobserveglobalmediaqualitydevelopmentsinreal-time.TheMediaQualityReportleveragesthisdatabasetoofferanindustrybarometeragainstwhichadbuyersandsellersmaybenchmarkthequalityoftheircampaignsandinventory.17thEdition402DefinitionsBrandRiskImpressionsBrandRiskImpressionsonpagesthatareflaggedforposingvariouslevelsofharmtobrandimageand/orreputationthroughassociation,basedoneightcorecontentcategories:Adult,Alcohol,Gambling,HateSpeech,IllegalDownloads,IllegalDrugs,OffensiveLanguage,andViolence.AdFraudAnyimpressionsresultingfromadeliberateactivitythatpreventstheproperdeliveryofadstorealpeople,attherighttime,intherightplace—resultinginfinancialoropportunitylossbytheadvertiserand/orpublisherinaparticulartransaction.PertheMediaRatingsCouncil(MRC)standards,adisplayadimpressionisconsideredviewableifatleast50%ofpixelsareonscreenforatleastonesecondaftertheadhasrendered.Avideoadimpressionisviewableiftheadisplayingwhileatleast50%ofthepixelsareonscreenforatleasttwocontinuousseconds.OptimizedFraudOptimizedfraudbenchmarksrepresentcampaignsthatwereexecutedwithafraudmitigationstrategy.Time-in-ViewTime-Time-in-ViewTime-in-viewistheaveragedurationthataviewableimpressionremainsinview.ImpressionsthatarenotviewableaccordingtotheMediaRatingsCouncil(MRC)standardarenotincludedinthiscalculation.AdCompletionRepresentstheshareofviewablevideoadimpressionsthatremainedinviewthrougheachquartileoftheadvertisementplaytime.Non-optimizedfraudbenchmarksrepresentcampaignsthatdidnotincorporateaformoffraudmitigationstrategy.Thesebenchmarksreflectaglobalaverage.17thEdition503KeyTrendofH1202217thEdition680%75%70%65%60%80%75%70%65%60%KEYKEYTRENDRethinkingviewabilityoptimizationViewabilityhasbecomeago-tokeyperformanceindicatorforadvertisingcampaignsacrossdigitalenvironments.It’sperhapsthemostbasicrequirement—afterall,noadvertiserwantstopayforadsthatcetobeviewedbyahumanThesimplicityofviewabilitymakesiteasyformarketerstounderstand,activate,andsetcustomstandards.Andasadbuyerscontinuetoweedoutnon-viewableimpressions,worldwideviewabilityrateshavesoared,risingasmuchas15pointsinsomeformatsbetween2019and2022.Inthefirsthalfof2022,onlymobilewebdisplayadsaveragedlessthan70%viewabilityworldwide.Videoadsinmobileenvironmentsboastedviewabilityratesabove80%duringthistimeperiod.WorldwideViewabilityRates,byEnvironmentandFormatH12019-H1202285%H12019H22019H12020H22020H12021H22021H12022DesktopDisplayDesktopVideoDisplayVideobileAppDisplay17thEdition7ConversionRateCPC0.0477%0.0488%0.0470%0.0483ConversionRateCPC0.0477%0.0488%0.0470%0.0483%$5.98$5.43$5.54$5.50KEYKEYTRENDRethinkingviewabilityoptimizationButisthequesttoachieve100%viewabilitythekeytosuccess?RecentfindingsbyIASsInsightsAsAServiceIAAS)teamsuggestthereisapointofdiminishingreturnforviewability:whiletargetinghigherviewabilitywithpre-bidsegmentsmayleadtohigherqualityimpressions,marketerscanriskcompromisingscale.Theexperimentshowedthatreachwashighestforpre-bidsegmentstargetingviewabilityratesbetween40%-50%,withclearbutlimitedreductionsinreachuptoaviewabilitytargetof≥60%.Whenpre-bidsegmentoptimizationwassetto70%viewabilityandhigher,a41%dropinreachfollowed.Additionallysupplythatqualifiedforhigherviewabilitypre-bidsegmentsledtoroutcomesbutonlyuptoacertainpointImpressionstargetingagainstthe≥70%viewabilitysegmenthadnoimpactonconversionratescomparedto≥60%rates,butincreasedcost-per-conversion(CPC)by10%andloweredreach.TheIAASteamconcludedthattargetingagainstthe≥60%viewabilitypre-bidsegmentappearstobethesweetspottomaximizeconversions,maintainacompetitiveCPC,andminimizetheimpactonscale.17thEditionReachbyViewabilityRate150MImpressionImpressions100M50M0 41%≥40%≥50%≥60%≥70%ConversionRatevsCost-Per-ConversionbyViewabilityRate.05%$7.00.05%$7.00.04%$6.00.03%$5.50.02%$5.00.01%.01%≥≥40%≥50%≥60%≥70%0404ViewabilityVideoimpressionsinH12022continuedtoaccruehigherviewabilityratesthandisplay—butdisplayexperiencedthebiggestannualimprovementsandtrendedhigheracrossenvironmentsworldwide.Viewabilitylevelsaretypicallyhigherforvideocomparedtodisplay,butdisplaycontinuedtocatchviewsinkeymarketsandenvironmentsinH12022.17thEdition904GLOBALBREAKDOWNViewabilit04GLOBALBREAKDOWNDISPLAYVIDEO•Worldwideaverageviewabilityfordisplayimproved2.6pointsinmobilewebandpointsindesktop•Displayadsweremostviewableinmobileappsat76.9%,withanannualincreaseof3.7points•Atthecountrylevel,Belgiumprovedtobethebiggestmoverformobilewebdisplayviewability,gaining10.2pointsyear-over-year•Japanwastheonlymarketwherethemajorityofdisplayadswerenotviewable,withdesktopdisplayviewabilityexperiencingthesteepestdescentofanyformatorenvironmentworldwide•CTVwasthemostviewableformatworldwideat93.2%viewability•Globalviewabilityalsoroseabovethe80%markformobileweb,withvideoadsmakingthemostgainsinmobileappenvironmentstoreach83.7%viewability•Desktoppostedslightlyloweraverageviewabilitylevels,cominginat76.9%•Atthecountrylevel,Italyreachedthehighestviewabilitylevelsforvideoglobally,surpassing80%viewabilityondesktopandapproaching90%onmobileweb•UnitedStatesadvertisersexperiencedsomeofthemostsignificantvideoviewabilitygainsintheworldinH12022,butstilltrailedallothermarkets17thEdition10ViewabilityH12021H12022WORLDWIDE69.5%71.5%AUSTRALIACANADA71.7%74.6%UNITEDSTATES73.4%73.6%POLAND71.6%73.4%UNITEDKINGDOM72.4%73.9%71.5%72.3%NEWZEALANDFRANCE61.6%70.9%BRAZIL66.1%70.7%GERMANY70.5%70.7%ARGENTINA69.2%70.2%70.2%71.0%MEXICOBELGIUM66.0%69.9%VIETNAM61.3%69.7%INDONESIA63.6%69.0%SWEDEN66.4%68.2%65.2%67.6%SINGAPORESPAIN62.5%67.3%ITALY59.7%66.3%INDIA60.8%65.3%JAPAN54.9%62.2%48.4%54.8%17thEditionIn-viewpertheMRCstandard11ViewabilityH12021H12022WORLDWIDE77.0%76.9%ITALY82.7%85.1%UNITEDKINGDOM74.4%78.8%AUSTRALIACANADA78.5%79.1%76.0%78.1%GERMANY76.9%78.9%SPAIN75.5%76.6%FRANCEUNITEDSTATES75.3%78.6%68.2%72.6%17thEditionIn-viewpertheMRCstandard1260.1%MEXICO67.0%63.6%UNITEDKINGDOM66.7%66.1%69.2%60.1%MEXICO67.0%63.6%UNITEDKINGDOM66.7%66.1%69.2%ViewabilityH12021H12022WORLDWIDE64.3%66.9%INDONESIAAUSTRALIA72.0%72.8%ARGENTINA70.5%72.4%POLAND71.7%72.6%UNITEDSTATES69.1%71.0%66.8%70.1%CANADA68.8%69.2%VIETNAM67.2%70.4%NEWZEALANDSPAINSINGAPORE59.8%65.3%ITALY56.9%64.3%BRAZIL57.3%64.2%FRANCE63.6%67.1%57.9%62.7%BELGIUMSWEDEN51.0%61.2%INDIA60.8%61.1%GERMANY58.9%59.8%JAPAN57.6%60.8%45.4%47.1%17thEditionIn-viewpertheMRCstandard13ViewabilityH12021H12022WORLDWIDE79.0%80.1%ITALY87.4%88.0%FRANCE83.5%84.6%AUSTRALIACANADA74.1%81.8%75.3%80.3%UNITEDKINGDOM74.9%79.5%SPAIN74.2%78.3%GERMANYUNITEDSTATES72.7%74.4%67.6%73.9%17thEditionIn-viewpertheMRCstandard14ViewabilityH12021H12022WORLDWIDE73.2%76.9%UNITEDSTATES85.2%87.7%CANADA77.9%79.0%AUSTRALIA76.2%77.3%BELGIUM74.7%75.4%UNITEDKINGDOM72.1%75.3%*prioryeardatanotavailableARGENTINA*INDONESIA74.4%ITALY68.7%72.9%POLAND68.9%72.4%SINGAPORE64.6%72.0%71.8%74.9%MEXICOVIETNAM*69.9%70.5%BRAZIL*69.6%FRANCE68.0%SWEDEN66.6%67.4%58.7%65.2%SPAIN60.1%61.6%JAPAN*58.6%NEWZEALANDGERMANY58.3%58.4%INDIA56.6%58.9%54.1%55.4%17thEditionIn-viewpertheMRCstandard15ConnectedTVConnectedTVViewabilityH12021H1202293.2%93.2%MobileAppVideo78.0%83.7%DesktopVideoMobileWebVideo76.9%77.0%79.0%80.1%17thEditionIn-viewpertheMRCstandard160505AdCompletionAdcompletionratesprovedtobehigherfordesktopvideothanmobilewebinH12022,atrendlikelycorrelatedwithscreensize.Bothdesktopvideoandmobilewebvideoincreasedincompletionacrossallquartilesworldwide,withmobilewebimprovingtwiceasmuchinabsolutetermscomparedtodesktop.Drop-offratesalsosawadecreaseinbothenvironmentsglobally,indicatinggreaterratesoffullvideoadcompletion.17thEdition05AdCompletionGLOBALBREAKDOWN05DESKTOPMOBILEWEB•Adcompletiontrendedhighergloballyyear-over-yearfordesktopvideo•Worldwideaveragecompletionratesincreasedby1.3pointsforthefirstquartileand2.0pointsforfull-lengthcompletioncomparedtoH12021•Onaverage,92.7%ofviewabledesktopadsworldwidewerewatchedthroughthefirstquartile,with80.3%watchedinfull,fora12.4drop-offrate•Adcompletionratestrendedhigherworldwideacrossallquartilescomparedtolastyear•Averagecompletionratessawannualincreasesof1.5pointsforfirstquartileand2.4pointsforfull-lengthviews•Mobilewebvideoadsregisteredworldwideaveragecompletionratesof89.9%forthefirstquartileand73.8%forthefourth•Theglobaldrop-offrateformobilewebvideowas16.1points—nearlyonepointlessthanlastyear17thEditionQUARTILE1QUARTILE2QUARTILE3QUARTILE4WORLDWIDE92.7%88.3%84.6%80.3%AUSTRALIA91.291.2%Q1Q2Q3Q488.4%84.7%94.8%SPAIN94.0%94.0%89.5%82.2%Q1Q2Q3Q485.8%ITALY93.993.9%86.1%Q1Q2Q3Q489.7%82.0%UNITEDKINGDOM993.2%86.0%Q1Q2Q3Q482.1%89.4%UNITEDSTATES92.9%92.9%88.9%80.9%Q1Q2Q3Q485.4%CANADA889.4%Q1Q2Q3Q486.3%82.2%92.8%GERMANY92.0%92.0%Q1Q2Q3Q487.4%83.5%80.0%FRANCE91.591.5%77.8%Q1Q2Q3Q486.3%82.0%17thEdition%ofviewableadimpressionsthatremainedinviewperadquartile19QUARTILE1QUARTILE2QUARTILE3QUARTILE4WORLDWIDE89.9%83.7%78.5%73.8%ITALY992.2%86.5%76.8%Q1Q2Q3Q481.7%AUSTRALIA91.9%91.9%81.1%Q1Q2Q3Q485.8%76.2%CANADA90.890.8%80.3%Q1Q2Q3Q485.3%75.4%UNITEDKINGDOM990.6%79.6%Q1Q2Q3Q474.9%84.4%UNITEDSTATES9090.4%79.8%Q1Q2Q3Q484.6%75.4%SPAIN89.7%89.7%78.0%72.9%Q1Q2Q3Q483.4%FRANCE889.6%77.7%Q1Q2Q3Q483.1%72.6%GERMANY881.0%69.2%Q1Q2Q3Q475.2%88.5%17thEdition%ofviewableadimpressionsthatremainedinviewperadquartile200606Time-in-ViewGlobaldisplaytime-in-viewcontinuedtobehighestondesktop,despiteexperiencingthelargestannualreductionacrossallenvironments.Averagetime-in-viewfordisplaycampaignsremainedonalong-termdownwardpath,alsodroppingineveryenvironment.However,thedownwardtime-in-viewtrendfordisplayslowedduringthefirsthalfof2022—withthesteepestreductionrepresentinga3.8%annualdropfordesktopinH12022comparedtoamaximum11.1%annualdropformobileappsinH22021.17thEdition06Time-in-ViewGLOBALBREAKDOWN06DESKTOP•Desktopexperiencedthehighesttime-in-view,averaging21.79secondsworldwide•Atthecountrylevel,Argentinaboastedthehighestratesofdesktoptime-in-viewat32.94seconds,despiteenduringthelargestyear-over-yeardrop•Indiareportedthemostnotablecountry-levelannualincreaseintime-in-view,improving2.37secondsMOBILEWEB•Mobilewebshowedtheshortesttime-in-view,averaging14.57secondsworldwide•Argentina,Indonesia,andVietnamweretheonlythreemarketswheremobilewebdisplayadsremainedin-viewfor20seconds•Ahandfulofmarketsexperienceddropsofmorethan1.5seconds,includingArgentina,Brazil,India,Indonesia,andNewZealandMOBILEAPP•Time-in-viewstoodat17.75secondsworldwide•Argentinacameoutontoponceagain,withtime-in-viewreaching25.46secondsinmobileapps•Sweden,Italy,andGermanyreportedthelowesttime-in-viewlevels17thEdition22H12021H12022WORLDWIDE22.67s21.79sARGENTINA0s15s30s45s32.94s40.69sINDONESIA0s15s30s45s28.99s30.07sMEXICO0s15s30s45s26.56s28.69sBRAZIL0s15s30s45s26.41s26.53sSPAIN0s15s30s45s25.75s26.95sINDIA0s15s30s45s21.66s24.03sITALY0s15s30s45s23.98s26.80sBELGIUM0s15s30s45s23.18s23.61sCANADA0s15s30s45s22.32s22.37sNEWZEALAND0s15s30s45s21.70s21.86sJAPAN0s15s30s45s21.77s23.46sAUSTRALIA0s15s30s45s21.68s22.78sFRANCE0s15s30s45s21.58s23.21sGERMANY0s15s30s45s21.39s23.31sUNITEDSTATES0s15s30s45s21.02s21.35sVIETNAM0s15s30s45s20.86s23.74sSINGAPORE0s15s30s45s20.70s22.19sPOLAND0s15s30s45s19.03s22.07sUNITEDKINGDOM0s15s30s45s18.92s21.16sSWEDEN0s15s30s45s18.83s19.42s17thEdition23H12021H12022WORLDWIDE14.91s14.57sARGENTINA0s15s30s45s22.36s23.93sINDONESIA0s15s30s45s21.38s25.27sVIETNAM0s15s30s45s20.61s20.78sINDIA0s15s30s45s17.45s19.33sAUSTRALIA0s15s30s45s17.35s18.48sMEXICO0s15s30s45s16.71s16.81sBELGIUM0s15s30s45s12.63s15.85sSPAIN0s15s30s45s15.28s16.74sUNITEDSTATES0s15s30s45s15.16s15.87sFRANCE0s15s30s45s13.29s14.82sCANADA0s15s30s45s14.04s14.79sBRAZIL0s15s30s45s14.70s17.48sSINGAPORE0s15s30s45s14.04s14.28sJAPAN0s15s30s45s12.46s13.79sITALY0s15s30s45s13.62s13.71sUNITEDKINGDOM0s15s30s45s13.63s14.81sNEWZEALAND0s15s30s45s13.29s16.04sGERMANY0s15s30s45s12.39s13.19sPOLAND0s15s30s45sssSWEDEN0s15s30s45s9.80s10.18s17thEdition24H12021H12022WORLDWIDE18.21s17.75sARGENTINA*0s15s30s45s25.46sINDONESIA0s15s30s45s24.12s26.34sMEXICO0s15s30s45s22.60s23.70sBRAZIL*0s15s30s45s21.64sJAPAN*0s15s30s45s21.15sINDIA0s15s30s45s19.83s20.05sBELGIUM0s15s30s45s19.16s19.23sSPAIN0s15s30s45s19.01s21.89sAUSTRALIA0s15s30s45s18.98s19.13sCANADA0s15s