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Malaysia has the best online advertisement viewability and highest brand safety rating in the region, edging out neighbouring Singapore, according to findings by analytics company Integral Ad Science (IAS).
The company’s South-East Asian, Hong Kong, and Taiwan Media Quality reports found that Malaysia has the highest advertisement viewability rate at 68.7% compared to SEA (58.9%) and global average (55.8%)
Data showed Malaysia’s online environment was also the safest in the region for displaying ads, with only 2.2% of online ad impressions flagged for being featured alongside content that was risky to brand safety.
Impressions are flagged for appearing alongside adult content, alcohol content, hate speech, illegal downloads, illegal drugs, offensive language and violence, says IAS Southeast Asia managing director Niall Hogan.
According to the report global brand risk has been on the rise since the first half of 2017, largely driven by headlines around topics such as violence and hate speech.
Some SEA countries have higher brand risks, including Indonesia (9.1%), Thailand (8.6%) and the Philippines (6.9%), while Singapore (2.5%) came in second safest after Malaysia.
However, Singapore and Hong Kong recorded higher fraud risk at 20.7% and 14.0% respectively, believed to be due to ad fraudsters being more active in advanced markets.
Hogan believes fraudsters are chasing higher CPMs (cost per thousand impressions) that a market like Singapore's commands.
The report on SEA, Hong Kong, and Taiwan Media Quality for 2017’s second half is based on data from nearly 500 billion global impressions from advertising campaigns that ran between July 1 to December 31 last year.
IAS is a global measurement and analytics company that builds verification, optimisation, and analytics solutions for the advertising industry to make ad spend decisions.
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