How It Benefits and Protects Brands in India, Marketing & Advertising News, AND BrandEquity
By Nachiket Deole
In this age of internet connectivity, the digital advertising industry in India has grown exponentially, due to the increasing popularity of smartphones and streaming platforms, reaching even the most remote areas of the country. The digital advertising ecosystem is growing at scale, acquiring many new users and making it one of the most effective mediums for brands to engage with their ever-changing consumer base.
However, accelerated digitization is therefore fueling the growth of malicious actors, leading to ad fraud that ultimately leads to financial losses. Coupled with fragmented content consumption patterns, this makes the digital advertising ecosystem even more complex. Marketers and agencies are therefore demanding more transparency and accountability in their investments in digital media.
The path to safer and more secure digital advertising effectiveness lies in third-party ad verification, which from an objective perspective ensures that brands are investing in quality media. This guarantees four parameters: the ad must be seen in its entirety, by a real person, in a brand-safe environment and in the intended geographic area. It represents the impression that the brand was planning to buy.
Let’s take a look at the four essential components of media quality:
Brand Safety / Brand Suitability: From inflammatory content to misinformation, brands and advertisers want confidence that their ads are showing on sites that match who they stand for as a brand. Brand Safety and Appropriateness describes the controls digital advertisers use to prevent a brand’s ads from appearing alongside content that negatively impacts their reputation because it is objectionable or may not. match their values ââand preferences.
Advertising fraud: Ad fraud, or Invalid Traffic (IVT), is the fraudulent representation of online ad impressions, views, clicks, conversions, etc., for the purpose of financial gain. This has a significant impact on an advertiser’s media return on investment, often jeopardizing the brand’s reputation.
Visibility: Visibility is a measure that indicates the effectiveness of media buying. It is widely used in the digital advertising industry. It is a measure of the amount of space (pixels) of an ad potentially visible to a user. According to the Interactive Advertising Bureau (IAB) and the Media Ratings Council (MRC), an ad is considered viewable if at least 50% of the pixels in the ad are continuously visible for at least 1 second for a display ad and at at least 2 seconds for a video ad.
In geo: Ensure ads are showing in intended geographic location or Designated Market Areas / Media Market Areas (DMA / MMA) via continuous monitoring and blocking. For example, you can target your ads to a specific region of the country and prevent them from appearing outside that region. It helps create effective ads that generate more clicks while reducing campaign costs.
While ad verification is still in its infancy in India, advertisers in the region need to understand the underlying challenges and consider all components of digital media quality when evaluating their digital purchases. As brands continue to increase their spending on digital advertising, investing in third-party verification solutions will not only improve trust and transparency in the digital advertising ecosystem, but will also ensure that advertisers achieve return results on expected investment.
-The author is responsible for sales – India, DoubleVerify. The opinions expressed are personal.