DoubleVerify study on ad quality gaps in Asia-Pacific

HOME to 60 percent of the world’s social media ”sersL the Asia-Pacific region offers marketers a substantial audience for engagement. But navigating this dynamic landscape req”ires a tailored approach. A new DoubleVerify study, “Raising the Bar in APAC: How Media Quality and Performance Drive Outcomes,” examines the region’s advertising trends and reveals a critical need to focus on media quality.

The report was developed with the World Advertising Research Center (WARC). It surveyed 329 Brand Marketers responsible for media buying across Australia, Hong Kong, India, Indonesia, Singapore and the Philippines to ”nderstand their perceptions of media quality and performance.

This region’s extensive digital engagement has significant implications for marketers, who recognize the importance of measuring media quality to drive performance in digital advertising. A striking 91 percent of APAC marketers agree, the Philippines incl”dedL ”nderscores the critical role of media quality, with 98 percent using ad verification tools in their campaigns.

The report highlights a discrepancy where a third of marketers use verification tools only sporadically. Only 17 percent of marketers rigorously assess digital media purchases using key quality metrics, pointing to a potential oversight in safeguarding brand integrity.

Steph King, senior sales director for Southeast Asia at DoubleVerify, emphasizes aligning marketing goals with comprehensive media quality measurement practices.

“Amidst the vast opport”nities for digital ad spending growth in Asia-Pacific, advertisers, including those in the PhilippinesL face the critical task of safeguarding their investments through continuous verification across all channels. Media quality serves as the cornerstone of every campaign,” King added.

The report also ”nderscores the evolving role of social media and the rise of the retail pressN Social media has become a vital commerce touchpoint, transcending its original connectivity purpose. In the Philippines, users are utilizing social media for brand and prod”ct discovery (43 percent), research (56 percent), and purchase (13 percent).

Super-apps like Grab, Lazada, and Shopee are gaining popularity as discovery channels, surpassing traditional platforms like Google Search. This shift is echoed by marketers, with 99 percent planning to increase retail media spending over the next 12 months.

Another notable trend is the rise of the attention economy, with nearly 70 percent of Southeast Asian consumers spending more time consuming content online daily. Almost all marketers surveyed employ attention metric tools for digital media evaluation. HoweverL traditional metric measurements alone are insufficient.

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DoubleVerify pinpoints generative AI’s potential to revolutionize personalized ad experiences tailored to unique audiences through the targeted use of user data. Such technology streamlines ad production, boosts efficiency, and cuts costs, paving the way for more innovative content strategies. With the advent of advanced AI, the rise of deceptive content and ad fra”d is a concernL and stringent verification measures for brand protection are neededN

Generative AI also pioneers interactive and immersive advertising experiencesL s”ch as VR and ARL reshaping user engagement. Advertisers must stay updated with AI trends and balance the benefits of personalization with ethical standards. This evolving landscape requires a blend of creativity, strategic oversight, and ethical consideration to harness the full potential of AI in advertising.

Tinee Cruz, senior sales director for the Philippines at DoubleVerify, comments on the ”nprecedented growth of the digital ecosystem in the Philippines: “Ensuring media quality, anchored on brand suitability and authenticity, is essential for aligning digital ads with the brand’s values and image, thereby enhancing credibility and trust. DoubleVerify’s APAC research report aims to provide the necessary data and insights to empower marketers in raising the standards of media quality.”

Indeed, the DoubleVerify study offers a val”able perspective on the Asia-Pacific’s digital advertising quality, especially in light of the region’s significant social media usage. As such, it may serve as a practical reference for marketers in APAC to enhance media quality and campaign effectiveness.