A recent study conducted by DoubleVerify, a software platform for digital media measurement, data, and analytics, saw that the endless pursuit of consumer attention has marketers grappling with a fragmented digital advertising ecosystem.
Commissioned by DoubleVerify, WARC draws from the input of 329 brand marketers across Australia, Hong Kong, India, Indonesia, Singapore, and the Philippines. The study found that social media in the Asia Pacific (APAC) region, which commands almost 60% of the world’s social network users, is evolving.
Consumers in APAC are spending more time consuming online content post-pandemic, based on the recent study by DoubleVerify and Sapio. However, this consumption is spread across various platforms, leading to a fragmented media landscape.
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APAC marketers are concerned about this fragmentation (35%) in their 2023 planning, surpassing worries about living costs and inflation (24%) among consumers. To overcome digital fatigue and capture attention, advertisers must align ads with relevant content on relevant platforms, understanding each platform’s unique content engagement styles.
Social media
In the Philippines, 43% found new products and brands on social media 56% use these platforms for product research, and 13% of the respondents have actually purchased products.
Almost every respondent or 91% believes in the power of data and metrics but only a few or 17% are evaluating media quality across the metrics of fraud, brand suitability, viewability, and in-geography.
“The DoubleVerify study in Asia Pacific illuminates the critical need for marketers to align their goals with comprehensive media quality measurement practices, ensuring that every campaign resonates with integrity and impact,” said Steph King, senior sales director, Southeast Asia, DoubleVerify.
Generative AI (GenAI) emerges as a pivotal force, offering both opportunities and challenges in content creation. However, its misuse can lead to concerns regarding ad fraud and data privacy.
Generative AI
The wide availability of GenAI poses both massive opportunities and risks. DoubleVerify noted that the rapid progress of GenAI has the potential to create content at scale.
“This makes fighting media quality issues such as ad fraud more complex and difficult, underscoring the importance of brand safety protections,” stated the report.
AI-driven ad optimization and data processing play a crucial role in enhancing campaign efficiency. Leveraging AI’s predictive capabilities, advertisers can optimize bid prices and identify patterns of fraudulent activity, safeguarding brand integrity in the process.
“AI can supercharge campaigns because it can process a huge amount of data in a short period,” King explained citing a recent test run where the company processed thousands of data sets in only two weeks.
“Once AI is integrated with a particular platform, our clients are able to see the campaigns and the data that they want the data to work on,” King said.
AI models can also be trained to recognize patterns of unsafe content or fraudulent activity, enabling advertisers to detect, block, and prevent such instances in the future. To effectively use machine learning, models can be customized and trained using relevant data, which can come from multiple sources.
“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,” Tinee Cruz, senior sales director, Philippines, DoubleVerify. “DoubleVerify’s report aims to provide the necessary data and insights to empower marketers in raising the standards of media quality.”