Programmatic buys in the UK surpassed global averages across desktop display, video, mobile web display, mobile web video in the first half of 2020 as per IAS. Its media quality report for H1 2020 made the finding post examining trillions of worldwide ad impressions from January to June.
Developments in brand safety and viewability
- The UK has emerged as a global leader in lowering the brand risk for video ad space bought programmatically.
- Throughout the first half of the year, mobile web video programmatic risk decreased by 1.8% to 5.6%, compared to the second half of 2019. This trend was specifically visible in the desktop video where the probability of creative ending up beside heinous content reduced 0.6% to 5.3% during the same period.
- These trends collate favorably with the international picture along with the UK surpassing its peers in various categories from the desktop display, video, and web display to mobile web video.
- Describing the success of Nick Morley, EMEA MD said that the strong performance of programmatic buys is probably due to the extensive use of pre-bid filters. This data should provide UK advertisers the confidence to further invest in programmatic to steer efficacy for their campaigns across various platforms.
- Enhanced safety viewability metrics defined as 50% of an ad left in view for a single continuous second too are on a rise across various formats and environments.
- This is assigned to strong programmatic performance throughout the survey period when there was an increase in viewable impressions of 5.1% to 73% for mobile app inventory.
- 75.1% viewability was recorded for desktop video programmatic buys.
Ad fraud graph has remained steady:
- As far as ad fraud is concerned, the graph reminds steady with levels remaining steady throughout the first half, approximately equal to the global average.
- One area where improvement has been made is the mobile web where fraudulent activity for programmatic buys reduced 0.2 % to 0.4%.
- Morley added that advertisers are shifting to contextual technology to make sure that their advertising does not mistakenly appear alongside hateful content or fund misinformation while progressively widening the consumer reach.
Source – Thedrum