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Brand safety incidents on mobile apps increase three-fold

Mobile app brand safety violations have grown 194 per cent in 2018 as users’ content consumption patterns and corresponding ad budgets increasingly shift to mobile. This was found in a report by marketing measurement and analytics provider DoubleVerify.

This year, the brand safety incident rates rose slightly year-over-year (6.2 per cent in 2018 compared with 6.5 per cent in 2019). However, at a device level, there was a whopping 194 per cent increase in mobile app brand safety incidents recorded over the last 12 months.

In addition, the number of CTV and mobile apps identified as fraudulent has risen sharply – up 120 per cent, as fraudsters increasingly target these premium, high-growth environments.

The report found that to battle fake news, 90 per cent of brands actively avoid inflammatory news and politics in their campaigns.

Fraud rates remained essentially level year-over-year – they were at 3.5 per cent in 2018 compared with 3.1 per cent in 2019. Desktop fraud rates fell by seven per cent while fraud on mobile apps grew by six per cent. In terms of emerging media, both CTV and mobile app fraud have shown signs of growing, the findings showed.

About 54 per cent of fraud seen on mobile apps is classified as App Fraud. In the last 12 months, the number of CTV and mobile apps classified as fraudulent has more than doubled. DoubleVerify anticipate this figure will continue to rise, especially in CTV – as fraudsters target this premium, high-growth environment.

Viewability across devices continued a steady climb year-over-year, with overall display viewability at 58 per cent (2018: 55 per cent) and video viewability measured at 62 per cent (2018: 59 per cent). In mobile apps, display and video viewability topped 70 per cent in both formats.

While the APAC region saw one of the lowest overall fraud rates globally by region, brand safety incident rates ranged from 3.8 per cent to 25 per cent by country.

“Brand safety, fraud and viewability continue to be top-of-mind for advertisers, and with good reason. Headlines buzz with stories about brands appearing beside fake or objectionable content, and emerging fraud schemes. The stakes are high as advertisers rightfully demand clarity and confidence into the quality and performance of their digital investment,” said Wayne Gattinella, CEO of DoubleVerify.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.