As users’ content consumption patterns and advertisers’ ad budgets increasingly shift to mobile, mobile app brand safety violations increased 194% in the last 12 months, whilst the amount of fraudulent connected TV and mobile apps has more than doubled, DoubleVerify’s 2019 Global Insights Report has found.
The report provides an in-depth analysis of performance trends across several markets and regions. Over 75 countries across different regions are included and it analysed data in over 40 languages, across over 1,000 brands, based on DoubleVerify impressions for display and video ads placed on desktop, mobile devices, and connected TV.
When looking at the Latin America region specifically, the overall brand safety incident rate increased 68% in the first four months of 2019, primarily due to high incident rates in Brazil (10%) and Mexico (9%). Meanwhile, North America boasts the highest average display viewable rate globally at 59%. While this figure falls short of the IAB standard of 70%, it signifies progress. Since 2015, display viewability in North America has risen 34% and video viewability has risen a remarkable 77%.
In comparison, APAC saw one of the lowest overall fraud rates globally by region with brand safety incident rates ranging from 3.8% to 25% by country. Brand safety incident rates in EMEA were the highest globally and increased 17% in the first four months of 2019, compared with the average for all of 2018.
“Brand safety, fraud and viewability continue to be top-of-mind for advertisers, and with good reason,” said Wayne Gattinella, CEO of DoubleVerify.
“Headlines buzz with stories about brands appearing beside fake or objectionable content, and emerging fraud schemes. The stakes are high as advertisers rightfully demand clarity and confidence into the quality and performance of their digital investment.”