Publisher direct inventory on mobile carries 65% more brand risk than UK desktop inventory, according to new research from analytics company Integral Ad Science. Programmatic buys were found to have a brand risk increased to nearly 43% of ads.
The Media Quality Report UK 2017 highlights brand safety, ad fraud, and viewability trends across UK desktop, video, and now global mobile advertising.
The latest addition found that publisher direct buys may be more viewable than programmatic buys, but they often do not remain in view for more than five seconds.
When compared to mobile web display, mobile web video ad fraud rates were lower, whilst brand risk was generally higher. Video was found to offer a solid opportunity to reach audiences with high viewability rates of 73.4% compared to 61.1% on desktops.
In terms of brand risk, mobile web video carries a brand risk of 14.6% compared to web display at 8.5% on mobile devices. Brand risk includes impressions that could pose a risk to a brand’s messaging and reputation such as offensive content or language.
Notably, risk for mobile video ads was mostly due to adult and offensive language as well as violence. Adult content risk was 43% higher on mobile web video compared to desktop.
Mobile apps continue to be a fast growing area for digital ads. Brand risk across mobile apps was found to be led by adult content at 88%.
Viewability of in-app ads was significantly higher than the mobile web across all buy types. Indeed, overall viewability of in-app display was 81% almost twice as much as mobile web display (43.9%).
In terms of advertising fraud, bots have shown to be pushing up viewability rates for ads. Part of the big problem with bots is that they are roaming across sites when 99% of the time there’ll be at least one ad in view. They are efficient. And that means, viewability rates can quickly reach beyond 70% on fraudulent sites. Ads tend to have longer times in view at narrower ranges of time spent on a page compared to premium or real sites.
Nick Morley, EMEA MD, Integral Ad Science, says:
“The findings from our H1 2017 Media Quality Report further highlight that with industry attention and proactive measures, improvements in brand safety can be made. This can be seen in the reduction of brand safety risk linked with violent content, due to a greater industry awareness and work undertaken to put controls in place. Brand safety, ad fraud and viewability should form part of a holistic view of buying and selling media to identify and reduce wastage, thereby ensuring the most efficient media plan.”