Integral Ad Science | October 19, 2021
Brand risk and ad fraud rates in India ranked below the global average
Viewability on mobile environments increased in India
MUMBAI, 19 October 2021: Today, Integral Ad Science (Nasdaq: IAS), a global leader in digital media quality, released its Media Quality Report (MQR) for H1 2021, providing transparency into the performance and quality of Indian digital media, alongside global comparisons. The latest MQR highlights brand safety, ad fraud, and viewability trends across display, video, mobile web, and in-app advertising.
Mobile campaigns in India post lower brand risks than display
Brand risk worldwide was lower across all formats and environments in H1 2021, an indicator of brands’ increased efforts to optimise ad placements toward contextually relevant content. The overall brand risk dropped below 4% across all formats and environments. In India, display was one of the safest environments for advertisers, with desktop display brand risk at 0.8%, down by 1.4 percentage points (pp). Mobile web display brand risk fell from 2.6% to 1.8%, while the worldwide average was 2.6%. Programmatic desktop and mobile web display inventory showed higher brand risk in India than publisher direct at 1.8% and 3.5%, respectively. This data suggests the market is actively using solutions to protect brand reputation and place its ads in suitable environments.
Viewability on mobile environments increased in India
Mobile campaigns in India had more viewable impressions in H1 2021. Viewability on mobile web display increased by 1 percentage point to 58.9% in H1 2021, while viewability on mobile in-app display increased from 51.3% to 54.1%. Global display viewability was down 2.4 percentage points on desktop and 3.3pp on mobile web year-over-year, reaching 69.5% and 64.3%, respectively. The worldwide reductions were driven by drops across Asia-Pacific, with India registering a 7.2 percentage point drop to post 54.9% viewability in desktop environments. In India, desktop and mobile display environments showed significantly higher viewability rates in programmatically traded inventory than publisher direct. Connected TV (CTV) remained the most viewable format overall, averaging 93.2% worldwide in H1 2021.
Ad fraud rates decrease in desktop and mobile web display in India
Both desktop and mobile web display had a marginal decrease in optimised ad fraud rates to reach 0.9% and 0.2%, respectively, in H1 2021. The worldwide non-optimised fraud rate for desktop display was 9.4% and 5.5% on mobile web display, clearly indicating that fraud mitigation strategies can reduce risks and reduce ad wastage.
Saurabh Khattar, Commercial Lead India, IAS, said, “Mobile advertising has gained strong traction among Indian advertisers as consumers continue to spend more time engaging with content on mobile. According to a report by App Annie, average smartphone usage is about 4.6 hours a day in India, which stands third in global rankings after Indonesia and Brazil. As spending increases on mobile, media quality challenges may arise such as ad fraud, unsafe brand environments, and unviewable inventory. With the upcoming festival buying period, advertisers are well-advised to work with third-party verification companies to help protect their campaigns from ad fraud, brand risks, and lower viewability to maximise engagement and ROI”.
About Integral Ad Science
Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people in safe and suitable environments, activating contextual targeting, and driving supply path optimization. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world’s leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight. Founded in 2009 and headquartered in New York, IAS works with thousands of top advertisers and premium publishers worldwide. For more information, visit integralads.com.
HAVEN | February 04, 2022
Super Bowl ads have always contributed to the excitement of the game and this year is no exception: nearly two-thirds (61%) of those intending to watch the event are at least as interested in the ads as in the game. This is true regardless of age, region, income or education. The one demo that influences advertising focus is gender: at 72%, women are significantly more likely than men to place as much or more focus on the ads as the game. Even so, fully half (50%) of male viewers agree that the ads are at least as much of a draw as the game itself.
That's according to a recent study by Michigan advertising/marketing agency, HAVEN | a creative hub, and conducted online by The Harris Poll among 2,055 US adults 18+ during the week of January 13th.
Super Bowl ads also stand to capture a windfall in viral dividends as viewers of Super Bowl LVI turn to social networks to express their reactions to what they're watching on the main screen. Seventy-two percent (72%) of US adults plan to interact with others in real time—nearly half of them (47%) on social media.
This year's Super Bowl ads are highly likely to invade conversations well beyond the watch party, or even next-day gatherings around a literal or virtual water cooler. And while nearly half of all viewers are planning on social media interactions during the game, that number changes when we look only at adults 18-44. Sixty-two percent (62%) of younger viewers plan to interact on social media, making it their #1 choice for interaction during the game. (See attached chart for a breakdown of mode of interaction by age.) And by sharing their in-game reactions online, these highly coveted viewers are giving the ads an extended run of relevancy.
"Super Bowl LVI promises to be a great showcase for advertisers," stated Bill McKendry, Founder and CCO of HAVEN. "We've had two weekends of exciting playoffs with record-breaking viewership. Enthusiasm will continue to build around a matchup already described by one fan on Twitter as 'a win-win for America." Ads that can perform in this highly engaged environment will enjoy immediate amplification on social media, and perhaps see the traditional Super Bowl ad "half-life" extended."
The HAVEN survey aims to quantify the draw of Super Bowl commercials among adults intending to watch the game. According to this latest study, 80% of US adults plan to watch the Super Bowl vs a figure that hovered around 70% when HAVEN's predecessor agency, Hanon McKendry, began polling in 2006. The 61% of viewers who consider the ads to be a driver in their decision to watch the Super Bowl is increasing slightly vs the high 50th percentile seen in previous years.
More about Haven | a creative hub
HAVEN | a creative hub is Western Michigan's top marketing/advertising agency and is headquartered in Grand Haven, Michigan. Operating from a resource hub approach, HAVEN conducts its work using a unique model where creative and strategic talent are custom matched and blended for client needs and specific assignments. While the agency has a relatively small core team, it draws most of its talent and partnerships from a national network that has been curated by its founder Bill McKendry and his partner, Jason Vanderground. Both Bill and Jason have been developing and managing nationally recognized campaigns and communication efforts for major corporate and nonprofits brands for decades.
Yahoo, DIRECTV Advertising | June 21, 2022
DIRECTV Advertising and Yahoo today announced a strategic partnership to unlock new value for advertisers across linear TV and digital. Against the backdrop of an increasingly fragmented advanced TV landscape, DIRECTV Advertising and Yahoo announced today that they are teaming up to provide buyers with a more seamless way to access addressable TV and streaming inventory.
In working with Yahoo, DIRECTV Advertising is helping to further reduce complexity and fragmentation for advertisers across the advanced TV landscape, which has seen tremendous growth over the last year. Digital video ad spend, inclusive of digital TV, reached $39 billion in 2021, and is expected to increase 26% to $49.2 billion in 2022.1
Through the partnership, advertisers gain a number of exciting advancements, including:
Access to 25 million addressable TV households: DIRECTV Advertising has named Yahoo as the exclusive omnichannel demand-side platform (DSP) for accessing its addressable TV inventory programmatically. Advertisers can continue to buy the inventory directly from DIRECTV Advertising as well. Through the partnership, DIRECTV Advertising joins DISH Media and Fios in enabling addressable TV through an omnichannel, programmatic platform. With DIRECTV Advertising, Yahoo is expanding its position as the first and only omnichannel DSP to offer live, addressable TV inventory programmatically, enabling advertisers to tap into a footprint of 25 million households.
Streaming inventory through Yahoo SSP: DIRECTV Advertising is tapping into Yahoo’s supply-side platform (SSP), making its streaming inventory available to premium demand across the Yahoo Exchange.
DIRECTV Advertising and Yahoo’s agreement enables interoperability between addressable TV and CTV, allowing Yahoo DSP buyers to maximize unique reach, harness spend efficiencies and deliver optimal ad experiences for viewers. Through partnerships with DIRECTV Advertising, DISH Media and Fios, Yahoo DSP advertisers are able to collectively reach up to 25 million addressable TV households, paired with Yahoo’s reach of over 80 million CTV households. With timely insights, Yahoo delivers immediately actionable data to marketers in a single platform across linear and CTV campaigns.
“DIRECTV Advertising has been a leader in delivering convergent TV solutions for its customers,” said Amy Leifer, Chief Advertising Sales Officer of DIRECTV.
“DIRECTV Advertising has been a leader in delivering convergent TV solutions for its customers,” said Amy Leifer, Chief Advertising Sales Officer of DIRECTV. “Working with Yahoo enables us to meet our customers where they are and deliver these solutions in a way that better aligns with advertisers’ omnichannel strategies while reducing friction in the process.”
“As linear and digital converge, advertisers need to be able to seamlessly engage with consumers across channels without losing critical measurement, data and campaign visibility,” said Iván Markman, Chief Business Officer of Yahoo. “This partnership with DIRECTV Advertising builds on the momentum of our existing addressable TV partnerships, and gives advertisers more reach, transparency and control. We are grateful to these partners for helping to further the industry and create a strong point of access through Yahoo’s platform.”
Yahoo’s omnichannel DSP gives advertisers access to powerful, qualified data sets and reaches consumers across all channels, including mobile, desktop, video, native, addressable TV, CTV, DOOH, and audio. DIRECTV Advertising inventory will be available in the Yahoo DSP for Q4 2022 campaigns.
Yahoo is a global media and tech company that reaches nearly 900 million people around the world, bringing them closer to finance, sports, shopping, gaming and news—with the trusted products, content and tech that fuel their day. For partners, we provide a full-stack platform for businesses to amplify growth and drive more meaningful connections across advertising, search and media. To learn more, please visit yahooinc.com.
About DIRECTV Advertising
DIRECTV Advertising is a pioneer in the converged addressable space, delivering industry leading audience-based, digital, and innovative media solutions. Employing our decades of experience, we empower advertisers to address and engage their audience at scale while continuously measuring campaign impact against brand goals to unlock insights and optimize future campaigns.
Nextdoor | April 13, 2022
Today, Nextdoor (NYSE: KIND) announced Nextdoor Ads, an easy-to-use expansion of Nextdoor’s proprietary self-serve campaign management platform, designed to help small and medium-sized businesses (SMBs) advertise on Nextdoor. By providing a guided experience for creating and managing effective ads on Nextdoor, Nextdoor Ads empowers SMBs to build stronger brands with local audiences, turn neighbors into customers, and grow their business through advertising on the neighborhood network.
“Neighborhoods are one of the most important communities in our lives and when local businesses thrive, neighborhoods thrive,” said Kiran Prasad, Head of Product at Nextdoor. “Small businesses need a simple solution to reach customers in their local area at scale. On Nextdoor, small businesses are a trusted and core member of an active valued community – it’s where they can engage neighbors when and where it matters most, and ultimately grow their business.”
The launch of Nextdoor Ads supports the company’s broader product strategy of building an active valued community where neighbors, businesses, and public services can trust and depend on each other to exchange valuable information, goods, and services. From home services to restaurants, SMBs can leverage this platform to reach active, local customers.
“Nextdoor has helped me grow my business exponentially and about 50-60 percent of my customers are through Nextdoor,” said small business owner, Bill Evans, of Flowing Current Electric based in Clayton, NC. “Running a small business keeps me quite busy, so being able to easily create an ad once and having that ad yield so many new customers has been amazing.”
Nextdoor is a powerful platform for SMBs looking to grow locally. Nearly 1 in 3 U.S. households are already on Nextdoor and these neighbors are motivated to support local businesses. Pre-pandemic, 88% of neighbors* frequented a local business at least once a week. Now, 72% of U.S. adults** are making it more of a priority to support local businesses compared to before the pandemic. Nextdoor neighbors also love to spread the word — they’ve already shared over 55 million local business recommendations on the Nextdoor platform. Nextdoor not only connects businesses with this active audience of neighbors, but also helps them build trusted relationships with a uniquely engaged local audience and grow their word-of-mouth reputation.
"Small businesses are at the center of thriving neighborhoods. We are excited to deliver an ads solution suite for small businesses that removes the barrier to entry in campaign management, enables ad creation in just a few steps, and reaches neighbors in their immediate neighborhood and beyond," said Heidi Andersen, Head of Revenue at Nextdoor.
"Small businesses are at the center of thriving neighborhoods. We are excited to deliver an ads solution suite for small businesses that removes the barrier to entry in campaign management, enables ad creation in just a few steps, and reaches neighbors in their immediate neighborhood and beyond," said Heidi Andersen, Head of Revenue at Nextdoor. "The majority of neighbors that visit Nextdoor at least once a month do not regularly use other social networks. With Nextdoor Ads, small businesses can increase sales and reach real people in the neighborhoods that matter to them."***
Nextdoor Ads is slated to fully launch in the U.S. in the coming weeks, enabling SMBs to quickly and easily create advertising campaigns to engage with their neighbors and grow their businesses on Nextdoor. To start advertising, SMB users with a free Nextdoor business account can login to select their goal, build their ad, choose their target audience, set their daily budget and ad duration, and publish. Campaigns can be launched in just a few clicks, delivering their brand and message directly to targeted neighbors and neighborhoods. SMBs can then easily track campaign performance from their Nextdoor Ads dashboard.
Nextdoor provides a user-friendly ads platform and is also home to a multitude of marketing resources to aid SMBs in variety of business sectors including:
Home & Garden
Food and Beverage
Medical and Dental
Personal Care and Beauty
Health and Wellness
Pet Care Services
Family Care Services
Today, Nextdoor is the neighborhood network, delivering scale with 69 million neighbors globally as of the end of Q4 2021. The expansion of Nextdoor's campaign management platform with the launch of Nextdoor Ads will provide businesses of all sizes, including SMBs, with access to the same ad inventory on Nextdoor.
For more information on Nextdoor Ads for SMBs, visit https://business.nextdoor.com/en-us/small-business/product/ads.
*Figure from Nextdoor survey conducted in February 2020. Total sample size was more than 2,000 Nextdoor users in the US.
**Figure from YouGov Plc on behalf of Nextdoor. Total sample size was 14,904 adults (of whom 2,469 were US adults). Fieldwork was undertaken between August 31, 2021 – September 17, 2021. The survey was carried out online. The figures have been weighted and are representative of all US Adults (aged 18+).
***According to the Q4 2021 U.S. data from GWI, 76% of neighbors who visit Nextdoor at least once per month don’t visit Snap, 69% don’t visit TikTok, and 58% don’t visit Twitter.
Nextdoor (NYSE: KIND) is where you connect to the neighborhoods that matter to you so you can belong. Kindness is core to our purpose: to cultivate a kinder world where everyone has a neighborhood they can rely on. Neighbors around the world turn to Nextdoor daily to receive trusted information, give and get help, get things done, and build real-world connections with those nearby — neighbors, businesses, and public services.
We believe connecting with others is a universal human need. That truth, and the reality that neighborhoods are among the most important communities in our lives, have been guiding principles for Nextdoor since the beginning.
Today, neighbors rely on Nextdoor in more than 285,000 neighborhoods around the world, including the United States (nearly 1 in 3 U.S. households), the United Kingdom, Germany, France, the Netherlands, Italy, Spain, Sweden, Denmark, Australia, and Canada, with many more to come.
Nextdoor is based in San Francisco. For additional information and images: nextdoor.com/newsroom.