Brand safety incidents on mobile devices up 194% in 2019

Anne Freier

In Mobile Advertising. July 4, 2019

Brand safety incidents on mobile devices increased 194% over the last year, according to the latest Global Insights Report 2019 by DoubleVerify.

Meanwhile, fraudulent CTV and mobile apps increased 120% between 2018 and 2019.

Brand safety is still a main concern for advertisers. Overall incidences rose just slightly (6.5% in 2019 compared to 6.2% in 2018). However, at device level mobile app brand safety shot up 194%.

According to the research, 90% of brands are actively trying to avoid inflammatory news and politics as part of their campaigns and in an effort to stay brand-safe.

However, customised brand safety settings which are uniquely configurated to suit each marketer’s needs are imperative in increasing safety.

On mobile apps, 54% of fraud was related to ad impression fraud or invalid traffic, followed by 35% being user-based fraud and just 11% of bot fraud. In comparison, bot fraud makes up 86% of fraudulent activities on CTV and OTT.

Overall, viewability across devices continues to increase with display viewability at 58% compared to 62% on video.

Meanwhile, mobile apps noted display and video viewability rates of over 70%, exceeding other formats.

APAC saw some of the lowest overall fraud rates with brand safety incident rates ranging from 3.8% to 25% depending on the country. DoubleVerify noted a 55% increase in brand safety incident rate in 2019.

Meanwhile, EMEA brand safety incidents rose 17% in 2019, whilst incidents increased 68% in LATAM and 77% in North America.

When it comes to brand safety, entertainment categories saw some of the highest incident rates, followed by travel and media & sports. Meanwhile, fraud was highest in the travel, media & sports and financial sector.