Preserving media quality in APAC


As digital advertising continues to grow in the APAC region and attention increasingly turns to emerging channels, efforts to preserve media quality must also be intensified. In front of ATS Singapore, Laura Quigley, SVP APAC, Integral advertising scienceexplains how this trust in the value chain can be maintained in the age of cookieless.

What is the current state of media quality and value chain trust in the APAC market? How has it evolved since October 2019?

The action is underway, and agencies and advertisers are using verification to increase the quality and impact of their campaign impressions. The market is now moving towards attention metrics, such as watch time, compared to 2019. According to the IAS Media Quality Report, we saw a year-over-year improvement in media quality metrics in campaigns that use verification tools.

Macroeconomic changes such as the pandemic have brought the value of media quality to the fore and the demand for quality inventory has increased. Programmatic spending has increased and publishers are also investing in publisher optimization tools to revamp their offering and meet advertiser and agency demand.

It is encouraging to see the improvement in the quality of digital media in emerging markets in APAC. Publishers are reviewing inventory, redesigning their sites to provide greater customer focus and visibility, and implementing a strategy to avoid risk and reduce fraud. This leads to an increase in quality inventory.

Laura Quigley Senior Vice President, Asia-Pacific at IAS

On the buy side, advertisers should have robust pre- and post-auction strategies and deploy verification solutions to ensure impressions exchanged directly and programmatically are both protected and optimized to deliver impact and maximum return on investment. The good performance of programmatic buying is probably due to the wide use of pre-bid filters. This data should give advertisers in APAC the confidence to invest more in programmatic to improve the effectiveness of their campaigns across all platforms.

As hate speech and misinformation/disinformation have come to the fore lately, we have seen an increased focus on brand appropriateness and risk management. Advertisers have turned to contextual technologies to ensure their ads don’t inadvertently appear alongside hateful content or fund misinformation, while successfully expanding consumer reach. Add to that ad fraud levels that remain low when using prevention technologies and the continued improvement in viewability – it’s clear that APAC marketers are focused on achieving efficiencies with their advertising budgets. . Advertisers should continue to adopt anti-fraud and Ads.txt solutions to mitigate high levels of invalid traffic activity, especially for programmatically processed inventory.”

Similarly, how has ad fraud and efforts to combat it evolved in Asia-Pacific since 2019? What steps can be taken as an industry to further improve here?

According to Juniper Research, digital ad spend lost to ad fraud will reach US$68bn (£56.3bn) globally in 2022

According to the IAS Media Quality H2 2021 report, global ad fraud rates have increased across all formats and environments. Desktop display ad fraud rates were highest in Singapore at 4.1%. The second highest fraud rate was recorded by Japan and Vietnam at 2.6%, while Indonesia recorded 0.7%. India is the only market in the region to see ad fraud rates decrease on desktop screens, falling to 1.1%. While globally optimized ad fraud was 1.4%, unoptimized ad fraud rates were as high as 10.7%.

To combat ad fraud in emerging markets in Southeast Asia, we’ve worked closely with brands and agencies and encouraged brands to take action and block invalid traffic, instead of just monitor and report. Over the past three years, we’ve seen ad spend shift to video, social media, and other emerging media like CTV, audio, games, and more. With emerging media becoming more mainstream, ad scammers have tracked spending. Regional traders must keep pace; regardless of medium, advertisers need to immediately block fraud across all environments and types of purchases. Another big change I’ve seen since 2019 is that local brands have started to invest more in ad verification, and they’re prioritizing ad fraud protection and moving towards blocking fraudulent impressions.

How will media results and the balance between performance and brand marketing evolve in APAC following the upcoming move away from third-party cookie on Google Chrome and the rollout of Privacy Sandbox on Android?

We’ve already seen brands accelerate their preparation for a cookie-free environment, and Google’s delay in removing third-party cookies until 2024 isn’t likely to change that.
This will give the entire industry time to invest in machine learning, contextual targeting solutions and other tools that will help make ads more relevant to the on-page environment while respecting privacy at worldwide. We use more third-party cookies for performance, which will be more impacted. In the short term, the media fallout will vary. Proprietary data still exists; there are UIDs and contextual solutions that scale quite quickly.

From a branding and performance perspective, according to Forbes, when P&G diverted US$200m (£165.7m) from digital ad spend, it saw no change in results. commercial. That’s not to say it will work for most businesses navigating this new landscape. Instead, it’s about finding a balance. A key challenge for all marketers is finding the right activity ratio to drive sales in the short term and build the brand in the long term. We are now in a new era where brands are combining the best of these approaches into comprehensive funnel, tracking, and KPI strategies to better understand the connections between TV ads, social media, and online conversions. line, for example, to develop a more solid understanding of marketing effectiveness and continues to become more relevant to customers.

The CMO’s goals for ROI, branding and engagement won’t change, how we get there may change.

Also, how will credential obsolescence affect verification? What steps can buyers and sellers take in collaboration with technology partners to mitigate any negative impact here?

Any form of identification will find no favors – consumer privacy is vital – IAS does not rely on cookies and identifiers to target and optimize media quality. As our industry prepares for a cookie-free future and moves further and further away from audience targeting, advertisers have an important opportunity to be intentional with contextual tools. Rather than focusing on data management and the privacy regulations that come with collecting audience data, many marketers will shift to advertising in contextually relevant environments and use it as a proxy.

Ultimately, the move to contextual advertising is also good news for the industry as it aligns with the preferences of privacy-conscious consumers while meeting brand engagement goals.

Following a surge in attention during the coronavirus pandemic, how do you improve media quality within emerging channels, such as games?

IAS has been measuring an attention proxy since 2019, when we published the “Time-In-View” measure. Since 2019, we have refined our approach and offer a “Quality Attention” measure. This metric provides brands with performance metrics based on how long consumers engage with campaigns (expanding the signals we measure on the page to include engagement and interaction). This ensures that our clients leverage enhanced visual information to maximize attention and drive campaign impact.

Marketers don’t look at metrics in isolation; they want to know how attention affects performance and results and link it to actual business results. As an industry, we have more to do to link metrics to results. The same principles apply to smart TV, display and gaming: attention drives results. During the pandemic, video has come to the fore, gaming usage has increased, and the same principle applies: relevance is key. Attention isn’t just about traditional purchases or emerging purchases, it needs to be measured across all channels. There are only a limited number of quality impressions, and it is up to advertisers to set these goals in their planning and buying priorities, which should focus on attention and delivering high quality .

The eyeballs have indeed shifted to new mediums, and marketers need to ensure that they apply media quality best practices to ad spend on these mediums as well. Regardless of the channel, agencies and advertisers should invest in optimizing the supply path to improve profitability and maximize the effectiveness of campaign results.

ATS Singapore 2022 will take place on September 21-22 at the Parkroyal Collection Marina Bay. Tickets and further information are available via the ATS Singapore 2022 Event Center.


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