Integral Ad Science (IAS), a global platform for media measurement and optimization, has made available a Brazilian Portuguese version of its19th Media Quality Report,annual study produced by the company to evaluate global and country 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(ad fraud, which are deliberate activities on the web aimed at diverting digital ads to fraudulent sites, preventing them from being displayed to real people).
The report provides the semi-annual results and the consolidated data for the year 2023. To download the IAS document in Portuguese,Click here. IAS analyzes over 280 billion digital interactions daily worldwide to provide references and actionable insights to optimize campaign performance and enhance brand investment.
BRAND RISK SCENARIO
In general, the risk of association with harmful content for brands worldwide, across all categories and media formats, remained stable compared to the previous year at a rate of 1.7% (a value similar to Brazil). This scenario can be partly explained by the prioritization given to brand protection by the marketing sector – according to IAS, 80% of advertisers said that risk mitigation is among their top priorities for 2024.
And although the global average Brand Risk has been decreasing since 2018 (when the rate was 6.5%), a slowdown in this decline is observed, explained by the imminent threat of deep fake content generated with AI and misinformation in the pre-election period.
BRASIL: CONTEÚDOS ADULTOS E DOWNLOADS ILEGAIS
In the Brand Risk cut by category throughout 2023, the most frequent issue in Brazil was violence content, accounting for 41.5% of cases (considering formats on desktop and mobile web) – a scenario slightly better than the global average of 47.5%. The following categories with the highest recurrence in the country have greater discrepancies with the global scenario – they are adult content, representing 39% of the total (above the global average of 20%), and illegal downloads, accounting for 13.1% of cases in the country (compared to 4.5% on average worldwide).
In the opposite direction, Brazil recorded much lower incidences than the global averages for hate speech topics – with 1.3% (compared to 8.1% worldwide), and alcohol consumption – with 0.85% (compared to 9% globally).
AD FRAUD
Ad fraud highlighted the contrast in performance between optimized campaigns (protected with anti-fraud tools) and non-optimized ones. 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 experienced declines, with ad formats for desktop and video showing more significant reductions. On the other hand, unprotected campaigns experienced an increase in violations of up to 14 times higher (8.4%) during the period.
TIME ON DISPLAY
The display time reached a new minimum 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 displaying an ad for between 3 and 10 seconds is enough to boost sales.
VISIBILITY
At the same time, the ad visibility rate reached record levels during the period, with an overall average rate of 76.1%. The visibility parameter means that a media had at least 50% of its pixels shown on the screen for at least 1 second—for display format ads, or at least 2 seconds—for video formats., with an overall average rate of 76.1%. The visibility parameter means that a media had at least 50% of its pixels shown on the screen for at least 1 second—for display format ads, or at least 2 seconds—for video formats.
