While 91% of APAC marketers agree that measuring media quality is important, only 17% evaluate media across the four key metrics of fraud, brand safety, viewability and ensuring the ads were served in the intended geography, according to research from DoubleVerify.
On top of this, one in three marketers only use verification tools on an ad hoc basis.
The report, Raising the Bar in APAC: How Media Quality and Performance Drive Outcomes, was developed in conjunction with WARC and explores the impact of media quality and attention metrics on driving performance for advertisers in APAC.
Other key findings in the report include a wide range of attention metrics being used across the region. While 98% of marketers surveyed claimed to measure attention through a range of metrics, the metrics used varied greatly based on channel, format, and desired KPIs.
Local e-commerce platforms are replacing traditional search-led discovery, with 57% of shoppers in the region now searching for products on these platforms, while 99% of APAC marketers indicated they plan to increase retail media spend over the next twelve months.
The report also found that 94% of Australian gamers said watching an ad is their preferred method of progressing in a game than making in-app purchases, with 52% recalling that ad.
Imran Masood, country manager of ANZ at DoubleVerify, said media quality is a prerequisite for media effectiveness, allowing advertising to cut through, drive performance and not waste money.
"This report shows that traditional metrics such as viewability barely scratch the surface when measuring media quality," he said.
"Marketers must consider the nuances of our local digital media ecosystem to effectively deploy ad verification across all campaigns and digital environments.”
The report draws insights from 329 brand marketers responsible for media buying in India, Hong Kong, Indonesia, Singapore, Australia, and the Philippines. It incorporates insights from in-depth interviews with brand marketers and industry experts and a review of WARC’s global data, DoubleVerify's data and examples to help marketers raise the bar of media quality in APAC.
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