MxMIndia

Tag: Jordan Khoo

  • Brand safety violations also decreased for the 2nd year in a row, notes the report

    As Ad Dollars Move to Connected TV, Fraud Schemes Spike 70% Globally: DoubleVerify report

    By Our Staff

     

    DoubleVerify, a software platform for digital media measurement, data, and analytics, released its 2022 Global Insights Report, analysing media quality and performance trends from more than one trillion impressions delivered across over 2,100 brands in 80 markets. This fifth-year anniversary report explores how far the industry has come since 2017.

     

    “The good news is that verification is working,” said Mark Zagorski, CEO, DoubleVerify. “DV’s first-ever Global Insights Report, published in 2017, reported display viewable rates at 52% and video viewable rates at 59%. Now, they are near or above 70%. Additionally, we saw brand safety violations decrease for the second year in a row, while the number of fraud schemes we were able to protect our clients from increased.  Based on our stats, it is clear that verification technology is making the internet stronger, safer, and more secure.”

     

    The report provides a market-by-market analysis for North America, LATAM, EMEA and APAC across video and display impressions measured year-over-year (YoY) from January-December 2021, including desktop and mobile web, mobile app, and connected TV (CTV).

     

    For APAC/India specifically, key findings include:

    (Country-specific statistics can be found in the full 2022 Global Insights Report)

     

    • APAC has the lowest post-bid fraud rate (1%). This does not mean that fraud is not present in APAC, just that pre-bid controls are likely eliminating fraud before it can be processed for post-bid blocking or monitoring.

    • India: Ad fraud rates in India decrease by 5% YoY and are now at 0.5%.

     

    • Substantial improvements in brand suitability and viewability over the past year as the growing impact of their commitment to quality and media verification was realized. APAC is closely trailing North America in this aspect.

    » Brand suitability violations in the region declined by 31% Y-o-Y and are now at 6.9%.

    » India: Brand suitability violations in India declined by 38% Y-o-Y and are now at 6.5%.

    » APAC achieved this drop in violations after the top advertisers in the region cleaned up their keyword lists and began using Authentic Brand Suitability targeting

     

    • Large brands in the region also focused heavily on viewability and it paid off; with a 17% increase in video viewability in the region.

    » APAC has the highest video viewability, with room for improvement for display viewability (which is five percentage points away from the IAB recommended threshold of 70%)

     

    • DV monitors relatively more ads on mobile apps in APAC compared to other regions.

    » When compared against desktop, mobile app, and mobile web, the app’s display and video viewable rate ranked the highest (72.5% and 77.4% respectively), with brand suitability violation rate ranking the lowest (4.4%).

    Added Jordan Khoo, Managing Director, DoubleVerify APAC:  “The APAC region has made great strides in reducing post-bid fraud and substantial improvements in both brand suitability and viewability in the last year. This highlights the impact created by our commitment to quality and media verification in the region.”

     

    Said Nachiket Deole, Head of Sales – India, DoubleVerify: “Over the last few years, the issues of viewability, ad fraud, and brand safety have only grown more complex in India’s digital advertising ecosystem. However, marketers and advertisers today are more informed and demand accountability. They understand the underlying challenges and look at all components of digital media quality when evaluating their digital buys. Hence, the growing adoption of ad verification is no longer at a nascent stage in India, and the GIR 2022 highlights the same. As digital ad spending grows here in the country, the advertising ecosystem will have to come together to build a secure and transparent environment and ensure media quality across channels.” He further added.

     

    For the full 2022 Global Insights Report, visit: https://doubleverify.com/2022-global-insights-report/

     

  • Customers to benefit from integrated attribution solution for ad campaign analysis

    MediaMind and Encore Media Metrics Announce Partnership

    By A Correspondent

     

    MediaMind, the leading independent provider of integrated digital advertising solutions, announced recently its partnership with Encore Media Metrics to deliver cross-channel, full-funnel attribution as an extension of the MediaMind platform.

     

    Marketers can now receive deep, actionable insights through robust, attribution-based reports through the partnership. As an integrated solution, MediaMind and Encore are reducing the cost, complexity and level of effort normally associated with advanced analytics.

     

    Attribution solves the ‘last-click’ problem by allocating partial credit to each impression, click and interaction that influence conversions. Through Encore’s statistically validated attribution model, marketers can see the true performance of each channel, vendor, placement and keyword. Encore also measures the optimal frequency for converters while quantifying opportunities to expand reach and increase ad efficiency. Armed with these insights, marketers can optimize campaigns effectively and efficiently while gleaning a deeper understanding of customer engagement cycles.

     

    “Advertisers and their technology partners are challenged to optimize every dollar in a media buy,” said Gal Trifon, General Manager, MediaMind and Chief Digital Officer, DG. “Collaborating with Encore provides our customers another opportunity to maximize campaign performance at a channel, vendor, placement and keyword level, as well as determine optimal frequency, engagement cycles, and KPIs for search, display, affiliate, email, social and other digital media.”

     

    “With the fragmentation of digital media, advertisers and media agencies find it increasingly difficult to track how consumers respond to cross channel campaigns,” said Steve Latham, Founder and CEO, Encore Media Metrics. “By integrating the Encore solution with the MediaMind platform, advertisers will have easy access to advanced insights into their ongoing campaigns while saving time, money and energy.”

     

    “To date, the biggest hurdle faced by our customers to full-funnel, cross-channel views is the level of effort required to deploy yet another point-solution across each campaign,” said Jordan Khoo, MediaMind APAC Regional Director. “We’re very pleased to be able to bring an integrated attribution solution to our customers to reduce their workload.”

     

    MediaMind, a division of DG (NASDAQ: DGIT), is a leading global provider of digital advertising campaign management solutions to advertising agencies and advertisers. MediaMind provides media and creative agencies, advertisers and publishers with an integrated platform to manage campaigns across digital media channels and a variety of formats, including rich media, in-stream video, display, search and mobile.

     

    Encore Media Metrics helps advertisers and media vendors optimize performance through better analytics. Encore helps clients measure performance across channels and beyond the last click, producing actionable insights while reducing the cost and complexity of media measurement.