DoubleVerify, a digital media measurement, analytics and data company, unveiled key findings from its latest report on February 27 regarding media quality and performance drives. The study, focusing on Asia Pacific with a spotlight on Vietnam, highlights the critical role of media quality in enhancing advertising effectiveness.
Key insights reveal the region’s in-depth engagement with social media, where 60 per cent of global users reside. Despite 91 per cent of marketers recognising the importance of media quality, a gap exists in its application, with only 17 per cent assessing ads against crucial quality metrics.
Jeremy Chang, senior director at DoubleVerify, emphasised the necessity of continuous verification to safeguard ad investments and improve campaign results.
“There’s a significant gap in understanding the value of media quality metrics, leading to underutilisation – a missed opportunity,” he stated.
The report also explores evolving consumer behaviour and the advertising landscape, noting a 59 per cent reliance on social media for product research in Vietnam. It highlights the emergence of super apps and retail media, with 99 per cent of marketers planning to boost their retail media spend.
Particularly, nearly 70 per cent of Southeast Asia’s consumers are dedicating more time to online content consumption daily. Moreover, a significant 98 per cent of marketers utilise attention metrics to gauge digital media investments, acknowledging that traditional metrics no longer suffice.
Simultaneously, the advertising sector is undergoing a profound transformation, propelled by technological advancements. This evolution has transitioned from digital advertising in the early 2000s to programmatic in the 2010s, and now to the integration of AI in the 2020s. The advent of AI, especially through machine learning’s predictive capabilities, promises to influence advertising strategies significantly by optimizing ad performance across diverse aspects.
Corina Trang Luong, senior sales director of DoubleVerify Vietnam, explained, “At DoubleVerify, we see Vietnam as a flourishing market with significant potential in the digital business landscape. According to Statista, Vietnam is the third fastest growing advertising market in Southeast Asia, with expected growth to reach $2.591 billion by 2024, offering a unique opportunity for marketers to optimise campaigns and expand their audience reach. We encourage Vietnam’s marketers to prioritise media quality, with emphasis on core quality metrics as highlighted in our report. By ensuring always-on verification across all channels, marketers can safeguard their investments, otherwise they will risk wasting media dollars.”
