{"id":302441,"date":"2017-03-30T04:00:00","date_gmt":"2017-03-30T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/brand-safety-improving-video-outperforms-display\/"},"modified":"2024-10-13T11:52:28","modified_gmt":"2024-10-13T11:52:28","slug":"brand-safety-improving-video-outperforms-display","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/uk\/news\/brand-safety-improving-video-outperforms-display\/","title":{"rendered":"Brand safety &#8216;improving&#8217; while video outperforms display"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">By Anna Dobbie, M&amp;M Global.<\/span><\/span><\/span><\/span><\/p>\n<p><strong>The risk of ads being served next to content considered \u201cinappropriate\u201d has improved over the past 12 months, according to a new report from Integral Ad Science (IAS).<\/strong><\/p>\n<p>The company\u2019s Media Quality Report claims that, <strong>despite the recent scandals around brand safety on YouTube<\/strong>, the overall percentage of global advertising affected by \u2018unsafe\u2019 content had decreased from 11.2% in the first six months of 2016 to 8.9% in the second half of the year. This is on par with display brand risk, which fell from 7.8% to 6.8% over the same period.<\/p>\n<p>\u201cWith the rise in discussions around fake news, ad fraud, and brand safety, marketers need to demand greater transparency,\u201d said IAS EMEA managing director Nick Morley. \u201cThe recent headlines have increased awareness of these issues, highlighted clear areas where improvement is required, and reinforced that context is key.<\/p>\n<p>\u201cEveryone in the industry has a duty of care to address brand safety issues, we\u2019d encourage all to do their part and use third party verification technology.\u201d<\/p>\n<p>When analysing rates of ad fraud, campaigns using ad fraud prevention had ad fraud rates of 0.3% compared to 4.9% when no fraud prevention measures were taken, while homepages were found to attract higher rates of ad fraud, 88% higher than article-specific pages.<\/p>\n<p>The research, which is based on insights from over 100 billion ad impressions analysed globally between 1 July and 31 December 2016, also showed that video advertising has outperformed desktop display for the first time, increasing from 40% to 58.2% over 2016, with completion rate up from 27.1% to 35.1%.<\/p>\n<p>However, the vast majority of consumers were shown to be underexposed with 70-85% of consumers served no more than one viewable impression and 50-65% exposed to ads for a total of five seconds or less.<\/p>\n<p>Read more on M&amp;M Global here.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The company\u2019s Media Quality Report claims that, despite the recent scandals around brand safety on YouTube, the overall percentage of global advertising affected by \u2018unsafe\u2019 content had decreased from 11.2% in the first six months of 2016 to 8.9% in the second half of the year.<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","portfolio-types":[77,79],"class_list":["post-302441","portfolio","type-portfolio","status-publish","hentry","portfolio-types-news","portfolio-types-press-coverage"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Brand safety &#039;improving&#039; while video outperforms display - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/uk\/news\/brand-safety-improving-video-outperforms-display\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand safety &#039;improving&#039; while video outperforms display\" \/>\n<meta property=\"og:description\" content=\"The company\u2019s Media Quality Report claims that, despite the recent scandals around brand safety on YouTube, the overall percentage of global advertising affected by \u2018unsafe\u2019 content had decreased from 11.2% in the first six months of 2016 to 8.9% in the second half of the year.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/uk\/news\/brand-safety-improving-video-outperforms-display\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:modified_time\" content=\"2024-10-13T11:52:28+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/news\\\/brand-safety-improving-video-outperforms-display\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/uk\\\/news\\\/brand-safety-improving-video-outperforms-display\\\/\",\"name\":\"Brand safety 'improving' while video outperforms display - Integral Ad Science\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#website\"},\"datePublished\":\"2017-03-30T04:00:00+00:00\",\"dateModified\":\"2024-10-13T11:52:28+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/news\\\/brand-safety-improving-video-outperforms-display\\\/#breadcrumb\"},\"inLanguage\":\"en-gb\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/integralads.com\\\/uk\\\/news\\\/brand-safety-improving-video-outperforms-display\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/news\\\/brand-safety-improving-video-outperforms-display\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/integralads.com\\\/uk\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Brand safety &#8216;improving&#8217; 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