{"id":300992,"date":"2019-09-09T04:00:00","date_gmt":"2019-09-09T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/our-latest-uk-media-quality-findings-for-h1-2019\/"},"modified":"2023-08-09T17:03:24","modified_gmt":"2023-08-09T17:03:24","slug":"our-latest-uk-media-quality-findings-for-h1-2019","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/our-latest-uk-media-quality-findings-for-h1-2019\/","title":{"rendered":"Our latest UK media quality findings for H1 2019"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">This month, Integral Ad Science (IAS) released its Media Quality Report (MQR) for the first half of 2019. After measuring over 1 trillion media metrics each day, we analyse the data to provide transparency into the performance and quality of UK digital media, alongside global comparisons. In leveraging this vast dataset spanning devices, formats and buying channels, we are able to create an industry barometer with which ad buyers and sellers can benchmark the quality of their campaigns and inventory.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Findings from our H1 2019 MQR highlight a largely positive story for the UK, with high viewability results, a decrease in brand risk and progress for mobile. The data also highlighted areas for the industry to focus on, moving forward.<\/span><\/p>\n<p><b>Key UK findings from H1 2019 Media Quality Report:<\/b><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><b><b>UK Viewability hit the highest point ever<span style=\"font-weight: 400;\">. For the first time, desktop display viewability exceeded 70% during H1 2019. UK impressions hit 70.9% viewability \u2013 an increase of 7.5 percentage points year-on-year. Canada edged ahead to take top place at 73.6%. Impressively, global viewability averages surpassed 60% across all formats, reflecting a worldwide commitment to increase quality following advertiser demands.<\/span><\/b><\/b><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-medium wp-image-102824\" src=\"\/wp-content\/uploads\/2019\/09\/UK_MQR_social_viewability_over_70-760x398.png\" alt=\"\" width=\"760\" height=\"398\" \/><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li><b>Mobile app engagement was strongest in the UK<span style=\"font-weight: 400;\">, driving the highest in-view duration at 22.52 seconds, showing that UK consumers are engaging most with mobile apps. However, UK desktop display ads hit 21.67 seconds in duration, slightly below the global average of 23.53 seconds.\u00a0<\/span><\/b><\/li>\n<li><b>Brand risk continues to decrease<span style=\"font-weight: 400;\">, with 1.7 percentage point drop from 4.5% to 2.8% for desktop display. This places the UK in a healthy third place in the global risk rankings (with Italy coming top at 1.9%) and well below the global average of 4.7% of ads found next to unsuitable content. For video, almost one in ten (9.8%) UK video ad impressions appeared next to inappropriate content during the first half of 2019.\u00a0<\/span><\/b><\/li>\n<li style=\"font-weight: 400;\"><b>Ad fraud in the UK remains lower than the global average<\/b><span style=\"font-weight: 400;\">, however, levels increased by 0.2 percentage points year-on-year, up to 0.9%. Despite the increase, the UK sees less fraud compared to the global average of 1.1%, possibly due to greater awareness within our digital advertising market. The safest harbour from ad fraud is New Zealand, with only a 0.4% risk.<\/span><\/li>\n<\/ul>\n<p><b>Summary and next steps:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Our MQR data indicates a consistent decline in brand risk for the UK, with viewability levels continuing to rise and ad fraud rates below the global average. When comparing to other markets, the UK consistently appears in the top rankings, showcasing the current high quality of UK digital advertising.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To continue this positive move forward, the industry must take further steps to ensure risk lowers and opportunity increases, including:<\/span><\/p>\n<ul>\n<li><b>Being vigilant ahead of the Christmas season<\/b><span style=\"font-weight: 400;\"> &#8211; as we head into Q4, advertisers must be alert as fraudsters chase increased ad spend during the lucrative holiday shopping period. Consider increasing focus on your ad fraud measurement, to ensure resources can address any issues.<\/span><\/li>\n<li><b>Be conscious of increased brand risk accompanying video ads<\/b><span style=\"font-weight: 400;\"> &#8211; advertisers should work with a brand safety vendor to monitor and block risky content to protect video spend. Regular analysis of video data will ensure the most effective media is targeted, enabling advertisers to optimise their media buy.<\/span><\/li>\n<li><b>Keep on collaborating <\/b><span style=\"font-weight: 400;\">&#8211; the incredible improvement in display and video viewability is proof &#8211; when the industry communicates its challenges, and works together to resolve them, change is possible. The ecosystem as a whole must continue to communicate their challenges if all corners of the industry are to move forward.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">It\u2019s thanks to this level of granular and global insight that brands can protect their advertising investments in a fragmented ecosystem and ensure they drive the greatest return.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Want to read about how to protect your ad spend? Check out our other posts:<\/span><\/p>\n<p><a href=\"\/uk\/insider\/how-omnicom-uk-reduces-brand-risk-and-media-waste-for-advertisers\/\"><span style=\"font-weight: 400;\">How Omnicom reduces brand risk and media waste for advertisers<\/span><\/a><\/p>\n<p><a href=\"\/uk\/insider\/how-to-tell-the-difference-between-friend-and-fraud\/\"><span style=\"font-weight: 400;\">How to tell the difference between friend and fraud?<\/span><\/a><\/p>\n<p><a href=\"\/uk\/insider\/brand-safety-webinar-qa-protect-investment\/\"><span style=\"font-weight: 400;\">How to protect your media investment?<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This month, Integral Ad Science (IAS) released its Media Quality Report (MQR) for the first half of 2019. After measuring over 1 trillion media metrics each day, we analyse the data to provide transparency into the performance and quality of&#8230;<\/p>\n","protected":false},"author":1,"featured_media":305479,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[290,291,272,288],"tags":[],"class_list":["post-300992","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights-uk","category-mqr-uk","category-research-uk","category-resources-uk"],"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>Our latest UK media quality findings for H1 2019 - 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\/insider\/our-latest-uk-media-quality-findings-for-h1-2019\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Our latest UK media quality findings for H1 2019\" \/>\n<meta property=\"og:description\" content=\"This month, Integral Ad Science (IAS) released its Media Quality Report (MQR) for the first half of 2019. After measuring over 1 trillion media metrics each day, we analyse the data to provide transparency into the performance and quality of...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/uk\/insider\/our-latest-uk-media-quality-findings-for-h1-2019\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2019-09-09T04:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-09T17:03:24+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2021\/07\/APAC_Context_Control_Tile.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"860\" \/>\n\t<meta property=\"og:image:height\" content=\"860\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"IAS TEAM\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS TEAM\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/our-latest-uk-media-quality-findings-for-h1-2019\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/our-latest-uk-media-quality-findings-for-h1-2019\\\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"Our latest UK media quality findings for H1 2019\",\"datePublished\":\"2019-09-09T04:00:00+00:00\",\"dateModified\":\"2023-08-09T17:03:24+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/our-latest-uk-media-quality-findings-for-h1-2019\\\/\"},\"wordCount\":636,\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/our-latest-uk-media-quality-findings-for-h1-2019\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2021\\\/07\\\/APAC_Context_Control_Tile.jpg\",\"articleSection\":[\"Insights\",\"Media Quality Reports\",\"Research\",\"Resources\"],\"inLanguage\":\"en-gb\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/our-latest-uk-media-quality-findings-for-h1-2019\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/our-latest-uk-media-quality-findings-for-h1-2019\\\/\",\"name\":\"Our latest UK media quality findings for H1 2019 - 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