Integral Ad Science (IAS), global platform in media measurement and optimisation, made available a Portuguese version of its19th Quality of the Media Reportannual study produced by the company to evaluate global and country-specific benchmarks (including Brazil) on the quality of digital ads on the open web, including Brand Risk indicators, metrics ofViewability(media visibility), Time-in-View (video playback time) in addition to incidences ofAd Fraud(advertising fraud), which are deliberate web activities aimed at diverting digital advertisements to fraudulent websites, preventing them from being displayed to real people).
The report shall report the semi-annual results and the consolidated data for the year 2023.. To download the IAS document in Portuguese, Click here. IAS analyzes more than 280 billion daily digital interactions worldwide to provide actionable benchmarks and insights to optimize campaign performance and value brand investment.
BRAND RISK SCENARIO
In general, the risk of association with content harmful to brands in the world, in all media categories and formats, maintained stability over the previous year, at a rate of 1,7% (similar to Brazil). This scenario can be explained, in part, the priority given to trade mark protection by the marketing sector –according to IAS, Eighty percent of advertisers said they included risk mitigation among their top priorities for 2024..
And although the global average of Brand Risk has been falling since 2018 (when the rate was 6,5%), There's a slowdown in that retreat., explained by the imminent threat of deep fake content generated by AI, and disinformation in the pre-election period.
BRAZIL: ADULT CONTENT AND ILLEGAL DOWNLOADS
In the Brand Risk cut-off by category, throughout the year 2023, the highest recurrence in Brazil were contents of violence, or 41,5% of cases (considering desktop and mobile web formats) –scenario slightly better than the global average, 47,5%. The following categories with the highest incidence in the country have the greatest discrepancy with the global scenario –Are they the adult content ones?, accounting for 39% of the total (above the world average), of 20%) and illegal downloads, with 13,1% of cases in the country (before 4,5% on average, in the world).
In the opposite direction, Brazil recorded much lower incidences than global averages for hate speech topics. –with 1,3% (previously 8,1% in the world), and consumption of alcoholic beverages –with 0,85% (against 9% in the overall value).
AD FRAUD
Advertising fraud highlighted the contrast in performance between optimised (anti-fraud tool-protected) and non-optimised campaigns. The report detected a record rate in the second half of 2023 for optimized campaigns, with a fraud incidence of only 0,6% –the lowest rate since 2020.
All media formats recorded declines, desktop and video ad formats had the most significant reduction. On the other hand, Unprotected campaigns recorded an increase in violations of up to 14 times (8,4%) in the period.
TIME ON DISPLAY
Time on display reached a new low in the second half of 2023, with an average of 15,78 seconds, considering all regions and online environments. Although this reduction is not ideal, IAS research found that showing an ad for between 3 and 10 seconds is enough time to boost sales..
VISIBILITY
At the same time, the ad visibility rate reached record levels in the period, with an overall average rate of 76,1%. The visibility parameter means that a media has had at least 50% of its pixels shown on the screen for at least 1 second –for display advertisements, or for at least 2 seconds –for video formats. , with an overall average rate of 76,1%. The visibility parameter means that a media has had at least 50% of its pixels shown on the screen for at least 1 second –for display advertisements, or for at least 2 seconds –for video formats.
