Asia beats global standards for viewability, but fraud risk remains high in Singapore

Viewability across a number of Asian markets has surpassed the global average, according to a new report from Integral Ad Science.

Across South East Asia, Hong Kong and Taiwan, a digital impression was measured at roughly 59 per cent in view for one second, while the global average currently stands at 56 per cent.

Of these markets, Malaysia and Singapore saw the highest viewability with 68 and 64 per cent respectively. At the other end, Hong Kong trailed behind its neighbours with just 50 per cent.

Across all buy types, nearly one in four impressions was still in view after 15 seconds, the report added.

However, the data suggested ad fraud remains a significant concern for marketers, particularly in Singapore and Hong Kong.

According to the report, both markets had higher fraud risks, at 20.7 per cent and 14.0 per cent respectively, due to ad fraudsters tendency to follow where the digital spend goes and be more active in the advanced markets.

Meanwhile, non-optimised desktop display fraud rates across South East Asia, Hong Kong, Taiwan was said to average 7.2 per cent, while the global figure stands at 8.7 per cent.

Brand safety risk was also highlighted for being “relatively low” in the region at 3.5 per cent, peaking in Indonesia where 9.1 per cent of display ad impressions were flagged for appearing on unsafe websites.

Following closely behind Indonesia for display brand safety risk was Thailand, where 8.6 per cent of ads were flagged as a risk to brand safety

IAS managing director Niall Hogan said: “This report shows the importance to advertisers, and buyers and sellers of digital media, of looking at SEA on a country level. Display brand safety over all is relatively low at 3.5 per cent across the region, but peaks in Indonesia at 9.1 per cent.

“Likewise, we see low levels of Fraud in most SEA markets, but it is high at 20.7 per cent in Singapore. This is most likely because fraudsters are chasing the higher CPMs that a market like Singapore commands. It is only by looking at their own data, in the different markets that they advertise in, that advertisers will be able to identify potential problems, and ultimate make changes that improve efficiencies and save them money.”

Source: mumbrella.asia; 26 Apr 2018

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