“Global Insights 2022” – DoubleVerify Report

DoubleVerify has published its annual Global Insights Report. It analyzes trends in media quality and ad campaign performance based on more than 1 trillion impressions from over 2,100 brands in 80 markets. This fifth post shows how far the internet industry has come since 2017.

The good news is that the verification works. Our first Global Insights Report published in 2017, had image viewability rates of 52% and video viewability rates of 59%. Now they are close to or above 70%. Additionally, for the second year in a row, we saw a decrease in brand integrity violations. At the same time, the number of frauds that we were able to protect our customers against has increased. Our statistics clearly show that verification technology makes the Internet stronger and safer – says Mark Zagorsky, CEO of DoubleVerify.

The report contains an analysis of individual markets:

  • North Amarica,
  • Latin america
  • Europe, Middle East and Africa region
  • APAC area

– In terms of display and video ad impressions measured year on year from January to December 2021. Including desktop, mobile Internet, Connected Television and Television (CTV) applications.

Global Insights 2022 – Key Conclusions:

  • Record increase in scams/scams led by CTV and video. The number of fraud schemes detected by DVs increased by more than 70% year-over-year compared to 2021 and 2020. In 2021, an unprecedented number of CTV and video scams are targeted. Among them were the most complex and complex, such as OctoBot, SneakyTerra, ViperBot and SmokeScreen. DV estimates that the four programs alone attempted to steal more than $6-8 million from advertisers. per month, a cost that publishers also incur. It is estimated that these CTV shows alone may have stolen $140 million from publishers. In 2021
  • The number of brand integrity violations has been declining for the second year in a row. Brand suitability violations after bidding continued to decline. It is now 9% lower than it was a year ago and with an overall ratio of 7.1%. This means that advertisers are seeing a decrease in trademark match violation rates. This happens when their verification strategies mature. DV has also seen momentum in terms of scope security and convenience. In 2019, the Global Alliance for Responsible Media (GARM) published 4A Guidelines on the topics of brand safety and brand appropriateness. The Brand Security Floor identifies the topics and content that is considered unsafe and unsuitable for monetization. 93% of the advertisers the company analyzed use at least one brand safety floor category to avoid, block or censor. 61% use all categories.
  • Video ads are seeing huge rises in viewership driven from CTV. Video completion usually refers to the number of times the ad video has been played until the end. Often shown are individual quadrants to indicate levels of ad performance and audience interest (25% complete, 50% complete, 75% complete, 100% complete). Over the past three years, DV has seen moderate and steady improvement in video completion rates in Quadrants 1, 2, and 3. However, the video completion rate has improved very dynamically. It increased from 62% in 2019, to 67% in 2020, to 71% in 2021. This increase is probably due to an increase in CTV TV metrics, where the VCR index increased by 3% year-on-year and is now 95.6%.
  • The number of post-bid violations decreased for the second year in a row. Pre-bid verification is increasingly being used. This leads to a decrease in the number of post-bid violations in areas such as brand integrity/appropriateness, fraud and geographic infringements. By activating pre-bid verification solutions, advertisers can reduce the rate of prohibited emissions. This is made possible by evaluating before the start of bidding whether the automated presentation of the ad (automated impression) will be brand-appropriate, fraud-free and in the correct geographical location. Advertisers who implement pre-bid verification through a media transaction notice a significant improvement in the quality of their purchases. Post-bid violation rates are down 6% year over year. Overall, advertisers researched by DoubleVerify currently experience post-bid violations of an average of 10% on all quality metrics.
  • Experience leads to more complex ad validation strategies. The increasing number of years that a brand has been working with a verification service provider usually means an increased understanding of the value of these verification tools. Ultimately, this results in lower breach rates and higher campaign quality and efficiency. In its analysis, DV found that companies that have been using ad verification services for years are likely to adopt a wide range of verification tools to prevent fraud and brand relevance violations before the ad airs. These advanced advertisers recorded a post-bid breach rate of 9.4% in 2021. This is 6% below the global average and 28% below the level of advertisers who are just starting to verify ads.

For the EMEA and Poland region, the main conclusions include:

  • The Fraud/SIVT (Complex Invalid Traffic) Index in EMEA is down 22% year over year. It increased in Poland, but from a very low level. It is still at a relatively good level of 0.8%. And although EMEA lags behind Asia and the Pacific and Latin America and the Caribbean, the level of this indicator is lower than the global average.
  • Brand relevance violations also decreased year on year. However, EMEA lags far behind North America and Asia Pacific. This could be because advertisers in EMEA are more likely to choose mobile web campaigns and long inventory than advertisers in other regions. In Poland, the trademark suitability violation rate decreased by 35% year on year.
  • EMEA saw minor changes in supplyability on a year-over-year basis. Display visibility is less than 70% (Poland – 60%) and there is still room for improvement. However, this kind of trend adjustment indicates that advertisers in the region are beginning to focus on KPIs other than viewability.

Results in the EMEA region, including Poland, show that we are heading in the right direction. However, looking at the global data, it is worth noting that we still lag behind the USA and the Asia Pacific region. Fortunately, we notice marketers’ interest all the time, not just in market results. They are also interested in the ability to monitor and avoid threats to fraud or brand integrity and suitability – says Hubert Świtalski, Director of Sales Business at DoubleVerify (responsible for the Central and Eastern Europe region).

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