IAS released the "Media Quality Report for the First Half of 2020". In terms of mobile network display advertising, Indonesia and Japan are the countries with the highest brand risk in the world, Australia is the safest country for video display, and Singapore has the lowest brand risk in PC display advertising.

The Integral Ad Science (IAS) media quality survey found that Japan’s brand risk in PC display advertising ranked second, with 6.2% in the first half of 2020; in mobile network display advertising, brand risk was the highest (10.9%). Indonesia's mobile network display advertising brand risk ranks second in the world (9.3%).

Ad traffic fraud

The fraud rate of PC display advertising is the highest among all channels in the world, at 0.8%. Indonesia is the only country in the region with a fraud rate below the global average (0.5%). Australia and India have an advertising fraud rate of 1.1%, while Singapore’s advertising fraud rate ranks second in the world (2.1%). Mobile web video is still the safest inventory, with an optimized advertising fraud rate of 0.3%.

Visibility

Video is still the most visible form of advertising in the world. In the first half of 2020, the average visibility of PC and mobile network video was 75.2% and 73.6% respectively. Australia's performance in advertising visibility is better than other countries. Singapore ranked second (67.9%), slightly higher than the global average (67.6%); while the visibility of Japanese advertising increased to 51.9%, compared with 34.2% in the first half of 2019.

Watch time

Driven by the strong performance of programmatic ad inventory, Australia (27.9s) has the longest average viewing time of mobile app display ads. Indonesia leads the way in mobile network display advertising viewing with a viewing time of 25.2 seconds; followed by Australia (18.6 seconds) and Japan (16.9 seconds).