DV-全球媒體質(zhì)量報告

1、DRIVING MEDIA QUALITY &PERFORMANCE WORLDWIDEOVERVIEWDoubleVerifys 2020 Global Insights Report taps into the billions of impressions we see monthly to explore media quality and performance trends worldwide. With in-depth analyses of brand suitability, fraud, viewability and performance, the report ad

2、dresses key issues that advertisers face today as they seek to maximize return on their digital investment.The 2020 Global Insights Report provides a market-by-market analysis of video and display impressions measured Year-over-year (YoY) - from May 2019 to April 2020, across desktop and mobile web,

3、 mobile app and CTV. The report includes 80 countries across Asia Pacific (APAC), Europe/Middle East/Africa (EMEA), Latin America (LATAM) and North America. In developing the report, DV analyzed data from advertisers representing over 2,000 brands.14% IncreaseYoY Brand Suitability Rate32% IncreaseIn

4、 Mobile App Brand SuitabilityIncident RateBRAND SUITABILITY35% DecreaseYoY Post-bid Fraud Rate161% IncreaseIn CTV Fraud RateQ1 2020 vs. Q1 2019FRAUD9% IncreaseYoY Display Viewability8% IncreaseYoY Video ViewabilityVIEWABILITY2Overall Brand Suitability Rate IncreasedGlobally, the Brand Suitability Ra

5、te increased 14% YoY to 7.6%. This describes all brand suitability violations including both impressions that were blocked, and those that were measured and found to be outside of a brands suitability parameters.Incident Rates UpAcross all devices, the Brand Suitability Incident Rate increased. This

6、 increase was most notable on mobile app, which increased 32% YoY, but increases were also seen on mobile web and desktop.The Brand Suitability Block Rate also increasedfor mobile app, but declined for mobile web and desktop, resulting in an overall Block Rate decline of 3% YoY. 2020 is the first ye

7、ar the report notes trends in incidents vs. blocks.Brands are becoming more sophisticated in how they meet their suitability standards, with a growing desire to balance protection with the ability to scale, and support trusted publishers.BRAND SUITABILITY INCIDENT & BLOCK RATESThe Brand Suitability

8、Incident Rate records instances of ads being served on sites or apps, or adjacent to content that does not meet a brands suitability parameters. Not all advertisers choose to block all brand suitability violations they may be moreinterested in simply gaining transparency into incidents and using thi

9、s data to inform their media strategy. When ads are blocked, this is called the Brand Suitability Block Rate. The overall Brand Suitability Rate is the combination of incidents and blocks.RATE OF BRAND SUITABILITY VIOLATIONS GREWDRIVEN BY MOBILE APPOVERALL BRANDSUITABILITY RATEYoY CHANGE IN BRAND SU

10、ITABILITY INCIDENT & BLOCK RATESBrand Suitability Incident RatesBrand Suitability Block Rates3Regional Spotlight: Early Days for Brand Suitability in APAC and LATAMThe change in Brand Suitability Incident Rate and Brand Suitability Block Rate for APAC and LATAM outpaced that of EMEA and North Americ

11、a.When Brand Suitability was first introduced, brands in North America and EMEA quickly recognized the value of protecting their brand reputation online. Over time, their strategies for managing brand suitability have become more nuancedas advertisers have come to understand the tools at their dispo

12、sal, and implement strategies both pre- and post-bid. Moreover, widespread adoption of DVs Authentic Brand Safety targeting solution in North America and EMEA has reduced discrepancies between post-bid blocking and pre-bid avoidance, further driving down block rates.Media verification in APAC and LA

13、TAM is just starting to gainmomentum. The initial focus has been on eliminating fraud. Brand Suitability strategies are just beginning to be adopted and refined. Overall Brand Suitability Incident and Block Rates increased dramatically in these regions. We anticipate these rates to decline over time

14、, as brands employ pre- and post-bid brand suitability strategies in an effort to increase campaign efficiency.2020: AN UNPRECEDENTED NEWS CYCLE2020 has been a tumultuous year, with a news cycle dominated by the COVID-19 pandemic. Brands contended with how best to maximize campaign effectiveness, pr

15、otect brand reputation, and support trusted news outlets that carried important messages to the public.In response to COVID-19, many advertisers implemented stringent brand suitability measures that severely restricted scale. DV was at the forefront of issuing guidance to advertisers on how to:Exemp

16、t trusted news publishers from category avoidance.Review and refine keyword lists.Add trusted news site home pages and section home pages to exception lists.Adoption of this guidance has had a material impact, helping brands balance protection and reach across trusted news publishers.+92%+41%+5%-5%+

17、15%+128% +94%+18%BRAND SUITABILITY RATE CHANGES BY REGIONBrand Suitability Incident Rate Increase YoYBrand Suitability Block Rate Increase YoY4CTV BOOMS.AND FRAUD FOLLOWSGlobal Fraud Rate DeclineWorldwide, the post-bid Fraud Rate across all devices declined 35% YoY from 3.1% in 2019 to 2.0% in 2020.

18、 This decrease is likely due to the extensive use of programmatic pre-bid avoidance, which prevents fraudulent impressions from being transacted in the first place.Fraud Follows Ad Spend Targets CTVUnfortunately, fraud follows ad spend especially within emerging channels like CTV, where measurement

19、technologies are not widely adopted and demand outstrips supply. Since March 2019, DV has identified 1,300 fraudulent CTV apps 60% of which were identifiedin 2020.Also, DoubleVerify detected a 161% increase in fraudulent CTV traffic rates in Q1 2020 compared with Q1 2019.While bot fraud accounted fo

20、r 26% of fraud violations overall, it was responsible for a whopping 78% of fraudviolations on CTV. With server-side ad insertion (SSAI) being standard in CTV environments, bots are able to mirror SSAI traffic to commit fraud at scale.FRAUD RATE BY DEVICEDESKTOP4.8%2.9%1.9%1.0%2.8%1.1%MOBILE WEBMOBI

21、LE APP2018-20192019-2020FRAUD TYPES BY ENVIRONMENTBot Fraud RateSite & App Fraud RateOther Fraud RateCTV78%5%17%DESKTOP AND MOBILE DEVICES58%26%16%5OTHER PROGRAMMATICPARTNERS3.01% 0.26% DV CTV-CERTIFIED PROGRAMMATICPARTNERSCTV Fraud Based on Buying ChannelWhile CTV fraud impacts both programmatic an

22、d direct buying channels, inventory transacted through DV-certifiedprogrammatic marketplaces saw the lowest incidence of fraud, followed by direct and other programmatic supply. In fact, non- certified programmatic CTV saw a Fraud Rate over 11x higher than CTV transacted through DV-certified marketp

23、laces, and approximately 9x higher than publisher-direct buys.Regional Spotlight: Mobile App Fraud Dropped in All RegionsThe decline in desktop fraud was led by LATAM and North America, while all regions saw a significant decline in the mobile app Fraud Rate. APAC and EMEA saw a significant uptick i

24、n desktop fraud.CTV VIDEO FRAUD RATES BY BUYING CHANNEL0.32%PUBLISHERDIRECT11X MOREFRAUD+33%+23%-27%-27%-38%-36%-42%-28%-7%-85%+4%-2%DESKTOPMOBILE APPMOBILE WEBYoY CHANGE IN FRAUD RATE BY DEVICE AND REGIONAPACEMEALATAMNORTH AMERICA6Video Measurability UpMeasurability describes the ability for viewab

25、ility verification to occur in a given environment. Measurability is the foundation for viewability and is primarily driven by how an ad is tagged and the environment in which it is served. Compared with the past reporting year, the overall Measurable Rate for video increased by 14% while display he

26、ld steady. The overall Measurable Rate for video increased on all devices most notably mobile app. The increase in mobile app measurement can be attributed to the growing adoption of the IABs OM SDK by supply partners.VIEWABILITY CONTINUES TO RISE, LED BY MOBILE APPViewability Increased by 9% YoY, w

27、ith Improvements Seen Across All Devices and Media TypesVIDEO VIEWABILITY MEASURED RATE INCREASES YoYMOBILE APPDESKTOPMOBILE WEB+61%+8%+17%68%64%62%61%76%75%Viewability Continued ImprovementOverall, viewability increased by 9% YoY - from 58% to 63%, with improvements seen across all devices and medi

28、a types. Display Viewability Rates matched the overall rates, and the Video Viewable Rate increased 8% from 62% to 67%.The mobile app Viewable Rate topped 75% for both display and video. During Q1 2020, the volume of mobile app traffic grew by 19% compared with the same period last year, and measure

29、d OM SDK impressions grew by 307%.VIEWABLE RATE BY MEDIA TYPE AND DEVICEDISPLAYVIDEODESKTOPDESKTOPMOBILE WEBMOBILE WEBMOBILE APPMOBILE APP7Regional Spotlight: North Americas Measurable Rate Lags Behind Other RegionsNorth Americas video Measurable Rate lagged behind the combined Measurable Rate for A

30、PAC, EMEA, and LATAM by 16%.DV contributes the gap, in large part, due to mobile app measurement which improved YoY in North America (+48%), but did not keep pace with the 92% increase observed in the other regions.The gap between North Americas and other regions video Measurable Rate may be signali

31、ng that North American advertisers are not demanding that supply partners take necessary actions to enable video viewability.CTV & VIEWABILITYThough there are no agreed-upon standards for viewability in CTV, the best proxy is VideoCompletion Rate (VCR), coupled with data about whether the ad was ful

32、ly on-screen. DV provides this data so that advertisers can evaluate media quality across all channels using a similar yardstick.Despite the assumption that all CTV is by its nature 100% viewable, we found that available 2020 data showed an overall Fully-on-Screen Rate of 88% and a VCR of 90%. Altho

33、ugh these rates are high, they still represent an opportunity for advertisers to improve quality in premium environments.Analysis of available 2020 data showed an overall Fully-on-Screen Rate ofYoY CHANGE IN MEASURABLE RATE FOR MOBILE APP VIDEO BY REGION+92% YoYAPAC, EMEA,LATAM+48% YoYNORTH AMERICA8

34、DV Authentic PerformanceLaunched in early 2019, DV Authentic Performance is the first data solution in the market to provide real-time, comprehensive prediction data to drive campaign performance.DV Authentic Performance builds on the DV Authentic Impression, a proprietary, MRC-accredited metric tha

35、t provides advertisers with a definitive measure of digital media quality. As a natural evolution, DV Authentic Performance overlays key performance measures onto DV Authentic Impression delivery, enabling brands to optimize their digital strategies in real time.DV Authentic Performance analyzes ove

36、r 50 data points on the exposure of a digital ad and consumers engagement with a digital ad and device in real time. This rich dataset provides the basis for dynamic campaign optimization.For the first time in this years report, we are able to offer insight into relative exposure and engagement inde

37、xes across advertiser verticals and content types.NEWS CONTENT DRIVES MEDIA PERFORMANCEExposure IndexFor exposure, DV Authentic Performance evaluates an ads entire presentation, quantifying its intensity andprominence through metrics that include viewable time, share of screen, video presentation, a

38、udibility, and more.Engagement IndexFor engagement, DV Authentic Performance analyzes key user-initiated events that occur at the device or ad level, including user touches, screen orientation, video playback, and audio control interactions.9Performance by Content VerticalAmong content verticals, Ne

39、ws had the highest Engagement Index while Technology & Computing had the highest Exposure Index. Its important to note that the News content vertical exceeded Authentic PerformanceTM benchmarks for both Engagement and Exposure. Given a hyper-chargednews cycle, advertisers have been very focused on t

40、hreading the news/brand suitability needle. DV has led the way in providing advertisers with the tools and best practices to expand their reach to high performing News content without compromising brand protection.Tech & Computing:EmailHobbies & Interests:Video & ComputerA&E: MusicTechnology & Compu

41、tingHobbies & InterestsHealth & FitnessPersonalFinanceShoppingSportsReferenceArts &EntertainmentNewsEXPOSURE INDEXENGAGEMENT INDEXEXPOSURE & ENGAGEMENT INDEXBY CONTENT CATEGORYAdvertiser Vertical PerformanceThe Health & Pharmaceuticals advertiser vertical had the highest Exposure Index exceeding the

42、 DV Authentic PerformanceTM Exposure benchmark by 13%. It follows that Health & Pharma, an industry vertical with advertising KPIs heavily focused on branding, led on this important measure.The Education vertical had the highest Engagement Index a measure of the likelihood a user is present and awar

43、e of an ad.EXPOSURE & ENGAGEMENT INDEXBY VERTICALFinancial ServicesRetail & RestaurantsAutomotiveMedia & SportsTravelTelecommunicationsHealth & PharmaEducationTechnologyEntertainmentEXPOSURE INDEXENGAGEMENT INDEXConsumer Package GoodsOther10Have tried a new brand due to seeing a relevant ad alongsid

44、e a piece ofLOOK AHEADTHE RESURGENCE OF CONTEXTUAL TARGETINGA Shift from Audience Targeting to Contextual TargetingUntil recently, advertisers looked to cookie-based audience targeting as the primary way to reach prospective consumers. Cookies provide advertisers with personalized information on a v

45、iewer and can be used to create a digital profile.However, stricter data privacy regulations such as General Data Protection Regulation (GDPR) in Europe, the California Consumer Privacy Act (CCPA) in the US, and the decision by most web browsers to sunset third-party cookies there is a universal shi

46、ft away from third-party audience targeting to contextual targeting.Consumers Open to Contextual Targetingcontent they were consumingCustom Contextual Targeting Powered by DoubleVerifyBuilt on two decades of trust and expertise in semantic-driven brand suitability classification, DVs Custom Contextu

47、al Targeting enables brands to reach their target consumer without the need of cookies. Weve made advancements from simple keyword targeting to more sophisticated, machine-learning technologies that provide a holistic understanding of content and context.This in-depth analysis allows brands to reach

48、 audiences in a more meaningful way, while also avoiding any sensitive content that may harm brand reputation.11DVs Contextual SegmentsAdvertisers can choose from a range of contextual categories to help them meet both reach and precision objectives.From a centralized location within the DV Pinnacle

49、 platform, advertisers can build custom segments based on over 430 IAB categories, as well as seasonal, behavioral and custom categories. Segments can be tailored to include site, app and language inclusions and exclusions andspecific URL keyword lists. Advanced settings such as the ability to inclu

50、de unclassified content and site and app exception lists help unlock incremental campaign scale. Additional controls, such as including only content that has been classified at the page level, helps make targeting more precise.The Benefits of DVs Custom Contextual TargetingGoes beyond keywords and c

51、lassifies content by analyzing the contextual meaning of each page using a rich ontology with over 200,000 language-independent conceptsSupports consumer privacyImproves operational efficiency by allowing advertisers to create one profile that can be syndicated to all DSPsExtends reach for campaigns

52、 that are looking for additional scaleMaximizes value by providing advertisers with custom and brand-specific contextual profilesReduces ad fatigue as the viewer only sees an ad in the appropriate contextIAB Tier 1 and Tier 2 Categoriesfor standard content targeting.Seasonal Categoriessuch as Hallow

53、een and Black Friday that align with common campaign themes.Customized Brand-Specific Categories to meet specific needs of a brand - drawing on DVs 200,000+ contextual concepts.Behavioral-Supplemental Categories such as Autos & Vehicles and Consumer Electronics to target content relevant to in-marke

54、t audiences.12LOOK AHEADDV BRINGS THE AUTHENTIC IMPRESSION TO CTVAdvertiser demand for Connected TV (CTV) inventory continues to increase due to the fast growing of CTV audiences, the measurability of digital video, and the appeal of sound and motion on the living rooms biggest screen.Fraud Targets

55、CTVDVs Fraud Lab employs a rigorous process to evaluate and identify ad fraud on CTV. We monitor hundreds of data points on every impression, analyzing traffic patterns and leveraging numerous human-tuned algorithms to identify anomalies across different devices and media types. We also operate a de

56、dicated CTV hardware lab with a sandbox environment where app code and logs are decompiled and analyzed. With these capabilities, DV is protecting clients and partners from the growing wave of CTV fraud.Bringing Transparency to CTVCTV also has a transparency challenge. Without transparency, measurin

57、g brand safety and suitability for CTV buys is almost impossible. While the technology to measure this information is available, publishers need to build support for it and make sure they are supplying advertisers with reliable information about where their ads are running. In January 2020, DV rolle

58、d out transparency reporting for CTV giving advertisers clarity into their placements across apps and platforms. In September, we will be rolling out inclusion and exclusion lists giving advertisers insights into whether ad placements are within or outside the bounds of their media plans.Viewability

59、Traditional viewability measurement requires VPAID or a measurement SDK, such as OM SDK neither of which are supported in CTV environments today. To address these deficits, DV is offering a strong proxy for viewability by certifying that ads are fully on screen, coupled with quartile completion. How

60、ever, additional work needs to be done to deliver a universally agreed-upon measure.A Definitive Measure of QualityOur goal is to extend DoubleVerifys Authentic Impression, a definitive measure of media quality, to all channels including CTV. To accomplish this we are: 1) Taking a cross-platform/dev