DoubleVerify Global Insights 2022 report: When advertisers’ money goes to closed TV, fraud increases by 70% globally.

DoubleVerify has published its annual Global Insights report, which analyzes trends in media quality and advertising campaign performance based on more than 1 trillion impressions from more than 2,100 brands in 80 markets. This fifth edition shows how far the internet industry has progressed since 2017.

The good news is that the inspection is working. DoubleVerify’s first Global Insights Report, released in 2017, had 52% of screen ads and 59% of video ads. Now they are close to 70% or higher. In addition, for the second year in a row, we have seen a decrease in brand security breaches and an increase in the number of scams that we can use to protect our customers. Our statistics clearly show that inspection technology makes the Internet more powerful and secure – says Mark Zagorsky, CEO of DoubleVerify.

Each market in the report – North America, Latin America, EMEA region and APAC region – in terms of annual (annual) measured display and video advertising impressions between January-December 2021, including desktop computers, mobile Internet, mobile applications and connected television (CTV).

The main results of the analysis conducted by DoubleVerify this year include:

  • A record increase in CTV and video-driven scams / scams. The number of fraud schemes detected by DV has increased by more than 70% annually compared to 2021 and 2020. This year (2021) an unprecedented number of scams have targeted CTV and video, including the most sophisticated and sophisticated apps like OctoBot, SneakyTerra, ViperBot and SmokeScreen. DoubleVerify estimates that only four programs have tried to steal more than $ 6-8 million from advertisers. every month and they are also an expense for publishers. DV’s calculations show that these CTV programs alone could have won $ 140 million. From publishers in 2021
  • The number of brand security violations has been declining for the second year in a row. Brand compliance violations continue to decline after the tender and are now 9% lower than a year ago, with a total ratio of 7.1%. This means that advertisers see a decrease in Brand Compliance breaches as their verification strategies mature. DV also saw an acceleration in terms of band security and compatibility. In 2019, the Global Alliance for Responsible Media (GARM) and 4A Guidelines on Brand Security and Brand Compliance were published. The brand security floor identifies topics and content that are considered dangerous and unsuitable for monetization. 93% of advertisers analyzed by DV use at least one brand security floor category to prevent, block or monitor. 61% use all categories.
  • Video ads see a huge increase in viewership driven by CTV. Video completion is usually related to the number of times an ad video is played until the end, often showing individual quadrants to show ad success and audience attention (25% completed, 50% completed, 75% completed, 100% completed). Over the last 3 years, DV has seen a steady improvement in completion rates at the 1st, 2nd and 3rd quarters. However, the video completion rate has improved very dynamically from 62% to 67% in 2019. In 2020. .., up to 71% in 2021. This increase is most likely due to the increase in the size of CTV, where the VCR index increased by 3% year-on-year and now stands at 95.6%.
  • The number of violations has decreased for the second year in a row after the tender. Increased use of pre-tender inspection leads to a decrease in the number of violations after the tender (for example: in areas such as brand security / compliance, fraud and geographical violations). Activation of pre-tender verification solutions allows advertisers to reduce the rate of block emissions by assessing whether the automated advertising impression (software impression) is brand-appropriate, fraud-free and geographically appropriate before the tender. Advertisers who conduct pre-tender inspections through media operations have seen a significant improvement in the quality of their purchases, and their post-tender breaches are down 6% year-on-year. Overall, advertisers surveyed by DoubleVerify are currently facing an average of 10% violations of all quality measurement criteria after the tender.
  • Experience leads to more complex ad verification strategies. The number of years a brand has worked with a verification service provider usually means increased refinement and a better understanding of the value of such verification tools, resulting in lower breach rates, higher campaign quality, and efficiency. In its analysis, DV found that companies that have been using ad verification services for years are more likely to use a wider range of verification tools to prevent scams and brand compliance violations through advertising. These leading advertisers saw a breach of tender after 9.4% in 2021 – 6% below the global average and 28% below the level of advertisers who have just started advertising testing.

The main results for the EMEA region and Poland include::

  • The EMEA fraud / SIVT (complex unreliable traffic) indicator decreased by 22% year on year. In Poland, it has risen from a very low level, but remains relatively good at 0.8%. And despite the fact that the EMEA region lags behind the APAC and LATAM regions, the level of this indicator is below the global average.
  • Brand compliance rates have also declined from year to year, but the EMEA region lags far behind North America and APAC. This may be due to the fact that EMEA advertisers are more likely to launch mobile internet and long-tail inventory campaigns than advertisers in other regions. In Poland, the rate of brand compliance violations decreased by 35% year on year.
  • EMEA has seen small changes in visibility each year. Although the visibility of screen ads is below 70% (Poland – 60%) and there is still room for improvement, this smoothing of the trend indicates that advertisers in the region are starting to focus on KPIs other than visible ones.

The results in the EMEA region, including Poland, show that we are on the right track. However, looking at global data, we are still lagging behind the United States and the APAC region. Fortunately, we are always interested in the ability of marketers not only to monitor market results, but also to avoid fraud or threats to the security and compatibility of the brand. – Says Hubert Świtalsky, DoubleVerify Sales Business Director (responsible for the CEE region).

Statistics in the EMEA region show that we are moving in the right direction, fraud / SIVT and brand compliance violations are decreasing. However, in global comparisons, especially against the United States, the EMEA region and Germany still need to grow to make the digital marketing ecosystem safer for brands. – Says Michael Fuhrmann, RVP DACH and CEE DoubleVerify.

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