While the overall brand risk profile of the Australian market increased in the first half of the year, there is evidence that marketers are getting better at dealing with the riskiest environments such as adult content.
That is a key take out from the newly released 2017 Media Quality Report from Integral Ad Science.
According to James Diamond, IAS Australia managing director, “The Australian market from a media quality point of view is going through a phase of maturation. Whilst we can see that brand risk overall has increased from 5 per cent to 7.3 per cent, we need to keep in mind that this media quality category is subject to seasonality and fluctuations in news cycles.”
He told Which-50, “If we look at the finer detail, the adult themes category within brand risk that is typically the riskiest for clients, has actually decreased substantially from its results in H2 2016 where publisher direct and programmatic sat at 49.8 per cent and 30 per cent, now 13.6 per cent and 20 per cent respectively.
This kind of result points to an increased knowledge from clients and agencies as to what content is suitable for their brands to advertise against and what is not, he said.
“It also points to clients being more aware of how to use the tools at their disposal to eliminate wastage and reduce risk to their brands which in turn drives better brand experiences for consumers.”
The report also suggests that Australia has improved from the perspective of education and understanding around the issues of measuring media quality.
According to Diamond, “This has particularly been seen with viewability results overall, but also with both programmatic and publisher direct increasing. Clients are learning how to optimise for this goal and publishers are learning to design inventory that delivers upon this goal.
He said that for clients who are not using verification and optimisation tools in the programmatic arena, there was an increase in ad fraud which lead to more marketer dollars being wasted in H1.
“With the increase in ad fraud, it is important to ensure your media quality vendor is accredited for both general and sophisticated fraud.”