The report provides market analysis for EMEA, North America, LATAM and APAC on video and display impressions measured year-over-year from January to December 2021, including desktop and mobile web, mobile app and connected TV (CTV).
"The EMEA statistics show a movement in the right direction as rates for Fraud/SIVT and Brand Suitability misplacements are decreasing. However, in global comparison and especially compared to the US, EMEA and Germany still have some catching up to do to make the digital marketing ecosystem stronger and safer for brands," says Michael Fuhrmann, RVP DACH & CEE DoubleVerify.
Most important findings
Record number of fraud schemes driven by CTV and video: The number, of fraud schemes detected by DV, increased by over 70 % from 2020 to 2021 compared to the previous year. This year saw an unprecedented number of fraud schemes in TV and video - the most complex and sophisticated of which were OctoBot, SneakyTerra, ViperBot, and SmokeScreen. DoubleVerify estimates that these schemes alone attempted to defraud advertisers of more than $6 million to $8 million each month - and that they also affected publishers. DV estimates show that the aforementioned CTV schemes alone may have deprived publishers of $140 million last year (2021).
Fire safety violations decrease for the second year in a row: The post bid rate in Brand Suitability continues to decline and is now 9 % lower than last year with an overall rate of 7.1 %. This shows that Brand Suitability misplacements are decreasing as Verification strategies continue to improve. DV also sees momentum for Brand Safety and Brand Suitability floors. In 2019, the Global Alliance for Responsible Media (GARM) and the 4A's released the Brand Safety Floor and Suitability Framework. The Brand Safety Floor identifies topics and content that are considered unsafe and not suitable for monetization. 93 % percent of advertisers analyzed by DV use at least one category of the Brand Safety Floor for avoidance, blocking or monitoring, and 61 % use all categories of the Floor.
Attention metrics growing strongly for video ads - driven by CTV: Video Completion typically refers to the number of times a video plays to completion and is often divided into quartiles to indicate the level of video performance and attention (e.g., 25% Complete, 50% Complete, 75% Complete, 100% Complete). DV has seen moderate but steady improvement in completion rates at the quartile level for quartiles 1, 2, and 3 over the past three years. However, the Video Completion Rate (VCR) has improved dramatically, from 62 % in 2019 to 67 % in 2020 to 71 % in 2021. This increase is likely due to increased measurement at CTV, where VCR has increased by 3 % year-over-year and is now 95.6 %.
Pre-bid avoidance increases media quality and performance: Increasing use of pre-bid verification is leading to a decrease in post-bid violations (brand safety/suitability, fraud, and geo violations). Pre-bid activation of verification solutions enables advertisers to reduce blocking by verifying that a programmatic impression is brand-suitable, fraud-free, and geographically appropriate before bidding. Advertisers using pre-bid verification via the media transaction are seeing a significant improvement in the quality of their buys, with post bid misplacements down 6 % year-over-year. Overall, DV advertisers now average just 10 % post bid violations across all quality measurement criteria.
Experience leads to better verification strategies: The longer a brand works with a verification provider, the more sophisticated the collaboration and the better the value of such verification tools is understood. DV found that long-time verification users are most likely to use a broader range of verification tools to prevent fraud and brand suitability violations before an ad is served. These advertisers had a post bid misplacement rate of 9.4 % in 2021 (6 % below the global average and 28 % among new users).
Fhe main results for the EMEA region and Germany are as follows:
The Fraud/SIVT rate (Sophisticated Invalid Traffic) decreased by 22 % year-on-year (in Germany even by 28 %), and although the EMEA region is behind APAC and LATAM, it is better than the global
- Misplacements in the area Brand Suitability decreased by 28 % year-on-year in Germany, but EMEA is far behind North America and This may be because advertisers in EMEA use more mobile web and long-tail inventory than advertisers in other regions.
- The EMEA region recorded only very slight changes in the Viewability rates compared to Even though the average display viewability rate remains below 70 % (Germany 59 %) and leaves room for improvement, stagnation at this level indicates that advertisers in the region are starting to focus on more holistic KPIs than viewability.
Double Verify is a measurement and analytics platform for digital media. Double Verify's mission is to make the digital advertising ecosystem stronger and safer to preserve the fair exchange of value between buyers and sellers of digital media. Hundreds of Fortune 500 companies use the unbiased data and analytics provided by DV to improve the quality and effectiveness of campaigns and maximize the return on digital advertising investments worldwide.