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Integral Ad Science’s Q1 2016 Media Quality Report

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Integral Ad Science’s Q1 2016 Media Quality Report highlights the state of media quality in global online advertising across display and video inventory. Integral processes hundreds of billions of impressions quarterly and is thus able to analyse the industry on a broad and representative level, across multiple media quality metrics: TRAQ (TRue Advertising Quality), Brand Risk, Viewability, and Ad Fraud.

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Integral Ad Science’s Q1 2016 Media Quality Report

  1. 1. UNITED KINGDOM Q1 2016
  2. 2. 1All percentages based on impressions analysed in Q1 2016. Integral Ad Science’s Q1 2016 Media Quality Report highlights the state of media quality in global online advertising across display and video inventory. Integral processes hundreds of billions of impressions quarterly and is thus able to analyse the industry on a broad and representative level, across multiple media quality metrics: TRAQ (TRue Advertising Quality), UK MEDIA QUALITY REPORT GLOSSARY: TRAQ (TRue Advertising Quality) - an overall quality score for web pages. TRAQ Score is comprised of an aggregate of media quality metrics, including viewability, ad fraud, brand safety risk and professionalism. Brand Risk - % of impressions seen that pose a significant risk to brand image and reputation. Viewability - % of impressions that were 50% in view for a minimum of one second (as per the MRC standard for display) Ad Fraud - % of impressions that were identified with suspicious activity. Includes both General Invalid Traffic (bot activity) and Sophisticated Invalid Traffic (human interference) Ad Clutter - % of impressions that were delivered to a web page with 6 or more ads present on the page Programmatic - Impressions sourced through networks and exchanges Publisher Direct - Impressions sourced directly from publishers Brand Risk, Viewability, and Ad Fraud.
  3. 3. UK DISPLAY SNAPSHOT 2 TRAQ SCORE BRAND RISK VIEWABILITY AD FRAUD AD CLUTTER 1,000250 PUBLISHER DIRECTPROGRAMMATIC 573 709 PROGRAMMATIC 9.7% PUBLISHER DIRECT 5.8%7.1% 6.5% PROGRAMMATIC 9.7% PUBLISHER DIRECT 5.8%7.1% 6.5% PROGRAMMATIC PUBLISHER DIRECT 59.8%56.7% PROGRAMMATIC PUBLISHER DIRECT 59.8%56.7% PROGRAMMATIC PUBLISHER DIRECT 59.8%56.7% PROGRAMMATIC PUBLISHER DIRECT 59.8%56.7% PUBLISHER DIRECT PROGRAMMATIC 4.7% 5.1% 0% 2%1% 4%3% 6%5% 7% 8% x 3.5% x 1.6% PROGRAMMATIC PUBLISHER DIRECT x 3.5% x 1.6% PROGRAMMATIC PUBLISHER DIRECT OVERALL 581 OVERALL 7.0% OVERALL 57.0% OVERALL 5.0% OVERALL 3.2% TRue Advertising Quality Score Moderate to Very High Risk In view as per MRC standard High to Very High Clutter General and Sophisticated Invalid Traffic as defined by the MRC
  4. 4. UK DISPLAY BRAND RISK BY LEVEL 3 VIEWABILITY BY TIME BRAND RISK BY LEVEL BRAND RISK BY CATEGORY 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% ≥1s ≥5s ≥15s 59.8% 57.0% 56.7% 39.9% 24.1% 42.2% 24.3% VIEWABILITY BY CHANNEL (TIME) 40.1% 24.1% PUBLISHER DIRECT OVERALL NETWORKS & EXCHANGES ≥5s ≥15s 39.9% 24.3% 42.2% 24.1% 40.1% 24.1% PUBLISHER DIRECT OVERALL PROGRAMMATIC BRAND RISK BY LEVEL 6.2% 0.6% 0.2% 7.0% PUBLISHER DIRECTPROGRAMMATICOVERALL 6.2% 0.7% 0.2% 7.1% 6.2% 0.2% 0.1% 6.5% MODERATE VERY HIGH HIGH BRAND RISK BY LEVEL MODERATE VERY HIGH HIGH ADULT ALCOHOL BRAND RISK BY CATEGORY PROGRAMMATIC PUBLISHER DIRECT 26.1% 26.3% 32.0% 43.3% 15.1% 5.3% 32.3% 6.1% 2.2% 1.1% 0.5% 2.8% 3.1% 3.9% ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS ILLEGAL DRUGS OFFENSIVE LANGUAGE VIOLENCE ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS BRAND RISK BY CATEGORY PROGRAMMATIC PUBLISHER DIRECT 26.1% 26.3% 32.0% 43.3% 15.1% 5.3% 32.3% 6.1% 2.2% 1.1% 0.5% 2.8% 3.1% 3.9% ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS ILLEGAL DRUGS OFFENSIVE LANGUAGE VIOLENCE ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS BRAND RISK BY CATEGORY PROGRAMMATIC PUBLISHER DIRECT 26.1% 26.3% 32.0% 43.3% 15.1% 5.3% 32.3% 6.1% 2.2% 1.1% 0.5% 2.8% 3.1% 3.9% ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS ILLEGAL DRUGS OFFENSIVE LANGUAGE VIOLENCE
  5. 5. GLOBAL DISPLAY SNAPSHOT 4 TRAQ SCORE BRAND RISK VIEWABILITY AD FRAUD AD CLUTTER 1,000250 565AUSTRALIA 681 FRANCE 581 632 GERMANYUK 604US 5.0% 7.7% 4.3% 5.9% 8.3% UK FRANCE AUSTRALIA GERMANY US 0% 2% 4% 6% 8% 10% FRANCE 6.9% AUSTRALIA 11.6% UK US 7.0% 9.1% GERMANY 9.9% FRANCE 6.9% AUSTRALIA 11.6% UK US 7.0% 9.1% GERMANY 9.9% FRANCE 6.9% AUSTRALIA 11.6% UK US 7.0% 9.1% GERMANY 9.9% FRANCE 6.9% AUSTRALIA 11.6% UK US 7.0% 9.1% GERMANY 9.9% FRANCE 6.9% AUSTRALIA 11.6% UK US 7.0% 9.1% GERMANY 9.9% US 52.0% UK 57.0% GERMANY 53.7% AUSTRALIA 45.9% FRANCE 60.9% x x x x x AUSTRALIA FRANCE GERMANY UK US 2.6% 2.0% 2.4% 3.2% 3.4% x x x x x AUSTRALIA FRANCE GERMANY UK US 2.6% 2.0% 2.4% 3.2% 3.4% x x x x x AUSTRALIA FRANCE GERMANY UK US 2.6% 2.0% 2.4% 3.2% 3.4% x x x x x AUSTRALIA FRANCE GERMANY UK US 2.6% 2.0% 2.4% 3.2% 3.4% x x x x x AUSTRALIA FRANCE GERMANY UK US 2.6% 2.0% 2.4% 3.2% 3.4% TRue Advertising Quality Score Moderate to Very High Risk In view as per MRC standard General and Sophisticated Invalid Traffic as defined by the MRC High to Very High Clutter
  6. 6. US DISPLAY SNAPSHOT 5 TRAQ SCORE BRAND RISK VIEWABILITY AD FRAUD AD CLUTTER 1,000250 PUBLISHER DIRECTPROGRAMMATIC 584 680 PROGRAMMATIC 9.7% PUBLISHER DIRECT 5.8% PROGRAMMATIC 9.7% PUBLISHER DIRECT 5.8% PROGRAMMATIC PUBLISHER DIRECT 59.8%50.1% PROGRAMMATIC PUBLISHER DIRECT 59.8%50.1% PROGRAMMATIC PUBLISHER DIRECT 59.8%50.1% PROGRAMMATIC PUBLISHER DIRECT 59.8%50.1% PUBLISHER DIRECT PROGRAMMATIC 2.4% 8.7% 0% 2% 4% 6% 8% 10% x 3.5% x 2.9% PROGRAMMATIC PUBLISHER DIRECT x 3.5% x 2.9% PROGRAMMATIC PUBLISHER DIRECT OVERALL 604 OVERALL 9.1% OVERALL 52.0% OVERALL 8.3% OVERALL 3.4% TRue Advertising Quality Score Moderate to Very High Risk In view as per MRC standard High to Very High Clutter General and Sophisticated Invalid Traffic as defined by the MRC
  7. 7. 6 VIEWABILITY BY AD SIZE GLOBAL DISPLAY VIEWABILITY BY AD SIZE 21.5% 36.1% 53.8% LEADERBOARD 728x90 20.7% 33.9% 49.0% MEDIUM RECTANGLE 300x250 28.1% 46.9% 64.1% SKYSCRAPER 160x600 28.2% 47.9% DOUBLE MPU 300x600 63.7% BILLBOARD 970x250 18.7% 36.1% 54.3% PORTRAIT 300x1050 18.1% 41.6% 64.3% ≥1s ≥5s ≥15s 21.5% 36.1% 53.8% RBOARD 728x90 20.7% 33.9% 49.0% TANGLE 300x250 28.2% 47.9% LF PAGE 300x600 63.7% LBOARD 970x250 18.7% 36.1% 54.3% ORTRAIT 00x1050 18.1% 41.6% 64.3 ≥1s ≥5s ≥15s
  8. 8. 7 GLOBAL VIDEO SNAPSHOT TRAQ SCORE BRAND RISK VIEWABILITY AD FRAUD 1,000250 PUBLISHER DIRECTPROGRAMMATIC 508 726 PUBLISHER DIRECT PROGRAMMATIC 5.6% 9.3% 0% 2% 4% 6% 8% 10% PROGRAMMATIC PUBLISHER DIRECT 59.3%35.5% PROGRAMMATIC PUBLISHER DIRECT 59.3%35.5% PROGRAMMATIC PUBLISHER DIRECT 59.3%35.5% PROGRAMMATIC PUBLISHER DIRECT 59.3%35.5% PROGRAMMATIC 12.3% PUBLISHER DIRECT 15.1% PROGRAMMATIC 12.3% PUBLISHER DIRECT 15.1% TOTAL 553 TOTAL 13.0% TOTAL 40.4% TOTAL 8.5% TRue Advertising Quality Score Moderate to Very High Risk In view as per MRC standard General and Sophisticated Invalid Traffic as defined by the MRC
  9. 9. 8 BRAND RISK BY LEVEL BRAND RISK BY CATEGORY GLOBAL VIDEO BY LEVEL 10.3% 1.5% 0.5% 10.4% 1.4% 0.1% 10.3% 1.5% 0.4% 12.3% 11.9%12.2% PUBLISHER DIRECT PROGRAMMATICOVERALL HIGH ERATE 10.3% 1.5% 0.5% 10.4% 1.4% 0.1% 10.3% 1.5% 0.4% 12.3% 11.9%12.2% PUBLISHER DIRECT PROGRAMMATICOVERALL VERY HIGH HIGH MODERATE ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS ILLEGAL DRUGS OFFENSIVE LANGUAGE VIOLENCE BRAND RISK BY CATEGORY PROGRAMMATIC 18.0% 22.8% 38.8% 8.3% 5.7% 3.0% 3.5% PUBLISHER DIRECT 10.0% 5.6% 12.4% 34.2% 2.9% 1.9% 33.0% ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS ILLEGAL DRUGS OFFENSIVE LANGUAGE VIOLENCE ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS ILLEGAL DRUGS OFFENSIVE LANGUAGE VIOLENCE BRAND RISK BY CATEGORY PROGRAMMATIC 18.0% 22.8% 38.8% 8.3% 5.7% 3.0% 3.5% PUBLISHER DIRECT 10.0% 5.6% 12.4% 34.2% 2.9% 1.9% 33.0% ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS ILLEGAL DRUGS OFFENSIVE LANGUAGE VIOLENCE
  10. 10. 9 GLOBAL VIDEO COMPLETION RATE IN VIEW VIDEO ENGAGEMENT METRICS 1ST QUARTILE MIDPOINT 3RD QUARTILE COMPLETION 0% 10% 20% 30% 40% 50% 60% 33.5% 21.9% 52.3% 31.8% 20.8% 49.2% 30.3% 19.7% 47.0% 28.5% 18.4% 44.3% VIDEO: COMPLETION RATES IN VIEW OVERALL PROGRAMMATIC PUBLISHER DIRECT IMPRESSIONS ON AUTOPLAY 35.5% IMPRESSIONS WITH MULTIPLE VID EOSONPAGE 5.1% MOST COMMON PLAYER SIZE 300 x 250
  11. 11. Integral Ad Science is the leading provider of actionable advertising intelligence for buyers and sellers of digital media. Since launching the industry’s first preventative brand safety solution in 2009, Integral has evolved into a global media valuation platform that is the industry’s standard for rating media quality. Integral focuses on a comprehensive solution set that enables advertising to appear in quality environments and receive favourable exposures while allowing sellers to monitor and control inventory quality and performance. Integral’s technology drives improved visibility, efficiency and ROI for all players across the digital media landscape. CONTACT US infoUK@integralads.com www.integralads.com +44 203 696 0736 ABOUT INTEGRAL AD SCIENCE

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