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Integral Ad Science’s media quality report for the first half of 2021 found that mobile campaigns in India had lower brand risks than display, that visibility in mobile environments increased in India, and that Ad fraud rates have declined on desktop and mobile web display in India. The MQR highlights trends in brand safety, ad fraud and visibility in display, video, mobile web and in-app ads.
Mobile campaigns in India have lower brand risks than display
Global brand risk was lower across all formats and environments in the first half of 2021, an indicator of increased efforts by brands to optimize ad placements towards contextually relevant content. Overall brand risk fell below 4% across all formats and environments.
In India, display was one of the safest environments for advertisers, with desktop display brand risk of 0.8%, down 1.4 percentage points (pp). Mobile web display brand risk fell from 2.6% to 1.8%, compared to the global average of 2.6%.
Programmatic web display inventory for desktop and mobile showed higher brand risk in India than direct publishers, at 1.8% and 3.5%, respectively. These data suggest that the market is actively using solutions to protect brand reputation and place their ads in appropriate environments.
Visibility into mobile environments increased in India
Mobile campaigns in India saw more viewable impressions in the first half of 2021. Visibility on mobile web display increased by 1 percentage point to 58.9% in the first half of 2021, while visibility on the mobile display in the app increased from 51.3% to 54.1%.
Overall display visibility fell 2.4 percentage points on desktops and 3.3 pp on the mobile web year over year, to 69.5% and 64.3% , respectively. Global reductions were driven by declines across Asia Pacific, with India dropping 7.2 percentage points to 54.9% visibility in office environments.
In India, desktop and mobile display environments showed significantly higher visibility rates in programmatically negotiated inventory than directly by the publisher. Connected TV (CTV) remained the most visible format overall, averaging 93.2% globally in the first half of 2021.
Ad fraud rates decline in desktop and mobile web display in India
Desktop and mobile web display saw marginal declines in optimized ad fraud rates to 0.9% and 0.2%, respectively, in the first half of 2021. The global unoptimized fraud rate for l Computer display was 9.4% and 5.5%. mobile web display, clearly indicating that fraud mitigation strategies can reduce advertising risk and waste.
Saurabh Khattar, India Sales Manager, IAS, said: âMobile advertising has gained traction among Indian advertisers as consumers continue to spend more time interacting with content on mobile. According to a report by App Annie, the average use of smartphones is around 4.6 hours per day in India, which ranks third in the world rankings after Indonesia and Brazil.
âAs mobile spending increases, media quality issues can arise, such as ad fraud, unsafe brand environments, and invisible inventory. With the upcoming festival buying period, advertisers are well advised to work with third party verification companies to help protect their campaigns against ad fraud, brand risk, and reduced visibility to maximize engagement. and return on investment, âhe added.