While brands have pulled back online advertising spend, Australia remains one of the best advertising media markets in the world for programmatic, according to a leading ad verification company.
But fraud remains a problem, especially when brands do not use any mitigation strategy — as high as 13 per cent in some categories.
Integral Ad Science says viewability, time in view and fraud metrics all improved in Australia in the first half of 2020, keeping the local market as one of the strongest programmatic media quality markets in the world.
On Tuesday IAS released its Media Quality Report for H1 2020, with a global comparison of markets for viewability (if at least 50 per cent of pixels are on screen for at least one second after the ad has rendered); Time in view (the average duration that a viewable impression remains in view); brand risk (impressions on pages that are flagged for posing levels of harm to brand image); and ad fraud.
In Australia mobile web viewability is achieved 72.6 per cent of the time, up from 64.5 per cent in H1 2019 and ranking Australia ahead of all other markets, according to the report. Desktop display viewability is slightly higher, with Australia ranking second in the world.
The time an ad is in view also increased on mobile devices, especially in apps, which the report authors suggest is related to consumers spending more time on devices at home during the pandemic.
In H1 2020, Australia recorded the highest time in view of 27.95s on mobile app display, with the worldwide average at 24.24s.
IAS, which sells fraud protection services, says there is a gulf in risk of fraud between optimised and non-optimised against fraud campaigns.
Globally, optimised ad fraud rates dropped between 0.1 and 0.3 percentage points across all devices and environments compared to H1 2019, which IAS says could be attributed to the use of pre bid filters — a targeting segment in DSPs that ensures the DSP does not bid on fraudulent impressions.
But non-optimised fraud rates were above 13 per cent this year for mobile and desktop display, and above six per cent for video categories.
In Australia all rates of fraud for campaigns optimised against it either improved or stayed the same. The report does not break down non-optimised campaign fraud rates to a country level.