DoubleVerify (DV), a prominent digital media measurement, data, and analytics software platform listed on the NYSE, has unveiled a comprehensive report titled “Raising the Bar in APAC: How Media Quality and Performance Drive Outcomes.” Developed in collaboration with WARC, this insightful report delves into the critical role of media quality and attention metrics in influencing advertising performance for brands across the Asia-Pacific (APAC) region. It casts a spotlight on the evolving landscape of advertising in APAC, analyzes key industry trends, underscores the significance of media quality, and offers strategies for brands to enhance their performance in this dynamic market.
Key Highlights from the Report
Mind the Gap: Intent vs. Action
The report’s survey uncovers a noteworthy divergence between the intentions expressed by APAC marketers and their actual practices. An overwhelming 91% of surveyed marketers in the region expressed a strong belief in the pivotal role of media quality measurement in enhancing media effectiveness. Impressively, 98% of these marketers utilize ad verification tools in their campaigns, with a significant portion describing themselves as “very confident” in their ability to ensure quality across a spectrum of media channels, including emerging platforms like Connected TV (CTV).
However, a critical finding is that ad verification practices are not consistently maintained among all APAC marketers. Surprisingly, one in three marketers admitted to using verification tools only sporadically, raising concerns about the consistency of quality control. In addition, a substantial portion of surveyed marketers failed to assess digital media purchases against fundamental quality metrics. Alarmingly, a mere 17% evaluated vital effectiveness indicators such as brand suitability, viewability, fraud prevention, and geographical relevance.
“Brand safety in itself is reason enough why advertisers should prioritise media quality. We, as a company, recognise the importance of prioritising media impact and quality and we are continuously adapting our approach in the region. For example, by prioritising media quality, we are able to retain or only experience a small decline on traffic despite a slight increase on CPC (Cost-Per-Click) and significant decrease on impressions because of high clicks on our ads. It means we are able to target the right audience that leads to better engagement,” according to Rhea Teves, Director of Digital Channels and Media at Colgate-Palmolive.
Metrics Galore: Attention Measurement in APAC
The study further unveiled that APAC marketers employ a diverse array of attention metrics in their campaigns, with a notable 98% of respondents claiming to measure attention through various metrics. However, the report highlights that the specific metrics used vary widely based on factors like the advertising channel, format, and desired Key Performance Indicators (KPIs). This suggests the necessity of considering a holistic range of metrics for a more precise assessment of attention measurement.
Insights from the Report
The report derives its insights from a comprehensive pool of 329 brand marketers responsible for media procurement in key APAC markets, including India, Hong Kong, Indonesia, Singapore, Australia, and the Philippines. These findings are enriched by in-depth interviews with brand marketers and industry experts. The report draws upon a meticulous review of WARC’s global data, DoubleVerify’s proprietary data, and real-world examples, offering actionable guidance to marketers striving to elevate media quality standards in the APAC region.
“Southeast Asia (SEA) is poised to become the fourth-largest economy in the world on the back of rapid digitalization with markets like the Philippines topping in e-commerce retail growth. While the potential for digital ad spending growth in APAC is huge, advertisers must safeguard their investments by ensuring always-on verification across all channels or risk wasting media dollars. Media quality should be the foundation of every media campaign, and marketers need education on verification,” said Conrad Tallariti, Regional Vice President of Sales for Asia at DoubleVerify.
For the complete report and to gain a deeper understanding of the evolving media quality landscape in APAC, you may visit DoubleVerify’s official report page.