DoubleVerify's new APAC guide to boost advertising ROI

DoubleVerify has released a new guide titled "The Power of Media Quality: How APAC Marketers Can Leverage Media Quality for Better Advertising ROI." This guide, aimed at advertisers in the Asia Pacific (APAC) region, seeks to help them improve their campaign effectiveness through enhanced media verification tools and knowledge.

The release of this guide follows a 2023 report by DoubleVerify in partnership with WARC, which highlighted a significant gap in the evaluation of core quality metrics by APAC marketers. The report revealed that only 17 percent of marketers in the region assess critical media quality indicators, such as brand safety, viewability, fraud, and intended geography.

The guide addresses some of the pressing challenges faced by advertisers in the evolving digital landscape. One key section discusses the importance of navigating today's myriad digital channels. According to the guide, with the proliferation of digital channels, such as social media, streaming services, gaming platforms, and shopping sites, advertisers must prioritise media quality to ensure their campaigns succeed.

Another highlight focuses on the four pillars of media quality. These pillars are brand safety and suitability, viewability, fraud, and intended geography. The guide asserts that understanding and effectively addressing these four areas is crucial for enhancing campaign effectiveness and mitigating associated risks.

The guide also offers practical advice about achieving media quality across various environments. DoubleVerify provides a comprehensive suite of solutions tailored specifically for APAC advertisers. These solutions cover a range of platforms, including social media, retail media, Connected TV (CTV), gaming, and mobile, allowing advertisers to verify media placements across different channels. This supports consistent measurement standards and ensures transparency in digital investments.

“Our guide serves as a definitive framework to maximise advertising performance in the APAC region,” said Conrad Tallariti, Managing Director and Senior Vice President, APAC, DoubleVerify. “As technology is expanding rapidly, so is the landscape of digital media with opportunities emerging across new social, streaming, gaming, CTV and more, making digital media protection of vital importance." Tallariti emphasised that the new guide aims to provide advertisers with the knowledge and tools required to navigate this dynamic environment effectively.

The guide aims to address the gaps identified in the earlier report, providing a structured approach for advertisers to follow. It is also expected to offer actionable insights and practical solutions that can immediately impact advertising strategies, thereby improving the return on investment (ROI).

Overall, DoubleVerify's new guide seeks to equip APAC advertisers with the necessary frameworks and tools to enhance their digital media campaigns. By focusing on media quality and offering solutions tailored to various digital platforms, the guide aims to ensure that advertisers can achieve consistent and transparent measurement standards across their digital investments.