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DoubleVerify：2024年第一季度广告业基准报告（英文版）（12页）.pdf

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DoubleVerify：2024年第一季度广告业基准报告（英文版）（12页）.pdf

1、1QUARTERLY BENCHMARKS|Q1 2024QuarterlyBenchmarksQ1 2024DVs Quarterly Benchmark Report provides transparency into key metrics on a quarterly basis for the benefit of advertisers and publishers.With these insights,teams can better contextualize performance and media quality relative to the rest of DVs

2、 measurement ecosystem.2QUARTERLY BENCHMARKS|Q1 2024Table of ContentsQUARTERLY BENCHMARKSGlobal Quality BenchmarksGlobal Video BenchmarksMetrics GlossaryATTENTION BENCHMARKSWhat Is DV Authentic Attention?Overall Global Attention BenchmarksRegional PerformanceMetrics Glossary020304070809103QUARTERLY

3、BENCHMARKS|Q1 2024Global Quality BenchmarksAPAC64%0.8%6.1%64%84%EMEA69%0.8%7.0%72%80%LATAM73%1.8%4.7%74%76%NORTH AMERICA71%0.9%4.1%73%79%Regional PerformanceAuthenticViewable RateFraud/SIVTViolation RateBrand SuitabilityViolation RateDisplayViewable RateVideoViewable Rate4QUARTERLY BENCHMARKS|Q1 202

4、4Global Video Benchmarks5QUARTERLY BENCHMARKS|Q1 2024Authentic RateThe percentage of monitored ads that meet the definition of Authentic namely,that they are brand suitable,fraud free and served in the intended geography.It is calculated using the following formula:Authentic Ads/Monitored Ads.Block

5、RateBlocked impressions that do not comply with a clients specific brand suitability or fraud settings.Fraud/SIVT Violation RateFraud/SIVT violations represent requests and incidents that served or were prevented from being served because they were recorded as bot fraud,site fraud,nonhuman data cent

6、er traffic and/or injected ad events.Metrics GlossaryBrand Suitability Violation RateBrand Suitability violations represent requests and incidents from apps,sites,or pages that served or were prevented from being served because they did not meet one or more of a brands Brand Suitability settings.Out

7、-of-Geo Violation RateOut-of-Geo violations represent requests and incidents where ads are served or were prevented from being served because they were delivered outside of the brands intended geography as outlined in their settings.Video Completion Rate(VCR)The percentage of all video ads that play

8、 through their entire duration to completion.6QUARTERLY BENCHMARKS|Q1 2024Metrics GlossaryDV Video FilteringDV Video Filtering works by preventing ads from serving on fraudulent,unsuitable and/or out-of-geo inventory in CTV,mobile and desktop environments even when blocking is not available.DV Video

9、 Filtering collects data from an ad request,runs it through DVs advanced fraud,brand suitability and geo detection models and ensures that ads are not served on non-compliant impressions.Display and Video Viewability RateThe Interactive Advertising Bureau(IAB)and Media Rating Council(MRC)s standard

10、definition of ad viewability dictates that at least 50%of an ad must be in view for a minimum of one second for display ads or two seconds for video ads.The viewable rate is calculated using the following formula:Viewable Impressions/Measured Impressions.CTV Fully-On Screen(FOS)The impressions for w

11、hich the creative was fully within the visible portion of the browser and the signal at the end of the quartile was received for the specified quartile.Audible RateThe percentage of measurable impressions that had audio turned on,on the player,for any time duration.Audible and In-view on Completion

12、Rates(AVOC)The percentage of measurable impressions that were audible and at least 50%of the pixels were in view when the video reached completion.7QUARTERLY BENCHMARKS|Q1 2024AttentionBenchmarksQ1 2024DVs Quarterly Attention Benchmark Report provides transparency into key metrics on a quarterly bas

13、is for the benefit of advertisers and publishers.With these insights,teams can better contextualize campaign performance relative to the rest of DVs measurement ecosystem.8QUARTERLY BENCHMARKS|Q1 2024What is DV Authentic AttentionDV Authentic Attention is an MRC accredited privacy-friendly solution

14、that does not rely on cookies,and provides timely,impression-level insights at scale from the impact of an ads presentation to key dimensions of consumer engagement to measure campaign effectiveness,refine media planning,and improve performance.Understanding DVs Attention MetricsAttention IndexAggre

15、gates 50+data points to quantify user attention that correlates to business outcomesExposure IndexEngagement IndexProminence IndexIntensity IndexCombined evaluation of multiple data points of the ad presentationEvaluation of the ads Viewable Share of ScreenDisplay:Evaluation of the ads display Viewa

16、ble TimeVideo:Evaluation of IAB viewability,audibility,quartile completion and fully on-screen by quartileCombined evaluation of over 20 user-initiated engagements with the device(While the ad is viewed)and with the ad itself.User Presence IndexEvaluation device level indicators to determine if the

17、user was present when the ad was viewableAd Interaction IndexEvaluation to determine if the user interacted with the ad while it was viewable9QUARTERLY BENCHMARKS|Q1 2024Overall Global Attention BenchmarksAdAttentionIndexEngagementIndexExposureIndexAPAC135116139EMEA110106118LATAM8272119North America

18、929390Attention Performance By RegionsUnderstanding DVs Attention MetricsAttention Index by RegionAttention Index by VerticalTop 3 PerformersBottom 3 PerformersTechnology125Education111Media&Sports102Travel81Retail&Restaurants79Financial Services77DVs Attention Indices are normalized to 100,which re

19、presents the average value across DV for a 28-day rolling window.Therefore,an index of 125 indicates the performance of that index is 25%better than the benchmark score.DV measures 65+billion impressions each month for the attention benchmarks.10QUARTERLY BENCHMARKS|Q1 2024Regional PerformanceAPACEM

20、EANorthAmericaLATAMDesktopIn-AppMobile WebDisplayVideo166124APACDesktopIn-AppMobile WebDisplayVideo171101EMEADesktopIn-AppMobile WebDisplayVideo743North AmericaDesktopIn-AppMobile WebDisplayVideo159120LATAMIn-Depth Regional PerformanceExposureEngagementInt

21、ensityIndexProminenceIndexAd InteractionIndexUser PresenceIndexAPAC7EMEA5LATAM1101296390North AmericaQUARTERLY BENCHMARKS|Q1 2024Attention IndexAn actionable attention score that provides directional insight into performance,based on 50+data points that are calculate

22、d in real time.The attention index is normalized to 100,with a hundred representing the DV average,consisting of 65 billion impressions measured per month.Exposure IndexAn ads entire presentation,quantifying its intensity and prominence through metrics that include viewable time,share of screen,vide

23、o completion,audibility,and more.Engagement IndexKey user-initiated events that occur while the ad creative is displayed,including user touches,screen orientation,video playback,and audio control interactions.Metrics GlossaryProminence IndexThe viewable pixels of an ad relative to the entire screen

24、real estate of the device.Intensity IndexDisplay-the viewable time of the ad on-screen;Video IAB viewability,audibility,whether the player is fully on-screen,and rate of completion through the four quartiles of the video creative.User-Presence IndexA binary measure that evaluates if a user was prese

25、nt at the device when the ad was viewable.Ad Interaction IndexThe level at which a user has directly interacted with the ad while it was viewable.12QUARTERLY BENCHMARKS|Q1 2024We Make the Internet Stronger,Safer and More Securewww.DoubleV2023 DoubleVerify.All rights reserved.This document contains proprietary information of DoubleVerify and is protected by copyright and other state and federal laws.

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DoubleVerify：2024年第一季度广告业基准报告（英文版）（12页）.pdf

DoubleVerify：2024年第一季度广告业基准报告（英文版）（12页）.pdf

DoubleVerify：2024年第一季度广告业基准报告（英文版）（12页）.pdf