For companies spending their money on digital ads, Malaysia delivers both the highest viewability rate and the lowest brand-safety risk in the region, while Hong Kong has the worst viewability rate and Indonesia presents the highest brand-safety risk.
That's all according to a media-quality report based on the second half of 2017 from Integral Ad Science, which for the first time includes Hong Kong and Taiwan in addition to the Southeast Asia markets the company has been analysing for some time (Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam).
However, the Asian markets analysed are beating global benchmarks. The overall viewability rate is 58.9%, which exceeds the global average of 55.8% for the same period. And brand risk across all buy types across the APAC markets is 3.5%, well below the global benchmark of 7.9% for the same period.
In addition, the company said fraud rates for campaigns that optimised against fraud remained relatively flat, showing optimisation efforts are paying off by keeping fraud rates low. Singapore and Hong Kong had higher fraud risk at 20.7% and 14.0% respectively, because ad fraudsters tend to follow where the digital spend goes and where CPMs are higher.
Niall Hogan, MD for Southeast Asia with Integral Ad Science:
It is only by looking at their own data, in the different markets that they advertise in, that advertisers will be able to identify potential problems, and ultimately make changes that improve efficiencies and save them money.