ANZ Brand Suitability Violations Lowest In APAC According To DoubleVerify's Global Insights Report
SYDNEY, Australia — July 23, 2025 — DoubleVerify ("DV") (NYSE: DV), the leading software platform to verify media quality, optimise ad performance, and prove campaign outcomes, today released its 2025Global Insights: APAC Report, spotlighting key advertising trends and media quality benchmarks. The report draws on over one trillion impressions across desktop, mobile and CTV environments, as well as survey responses from marketers and consumers globally.
This year's report found that ANZ led the APAC region in brand suitability improvements, with violation rates declining by 10% year-over-year to 5.1%. Australian consumers now spend an average of 3.3 hours per day engaging with online content, led by social media. This shift has heightened expectations around content alignment, with nearly half of Australian consumers (47%) saying they'd stop using a brand if its ads appeared next to false or offensive content - reinforcing the critical need for brand suitability and context-aware media strategies.
ANZ marketers are also doubling down on social media investment, with 68% already advertising on these platforms - and the vast majority planning to increase spending over the coming year. Notably, social reels ranked highest among preferred formats, with 81% of marketers identifying them as a top-performing format.
While ANZ saw progress in brand suitability, fraud and Sophisticated Invalid Traffic (SIVT) violation rates were third highest in the region, contributing to a higher overall fraud/SIVT rate in APAC. A 36% surge in nonhuman data centre traffic rates in Australia was observed to have influence on these numbers.
Media performance indicators also showed mixed results. The Authentic and Display Viewable Rates each increased by 2% and 1% respectively to 70% and 73%, while the Video Viewable Rate fell by 2% to 73%. However, ANZ's Attention Index stands at 99 - among the lowest in the APAC region. This contrasts with the region's overall strength, where APAC's Attention Index is 114, 14% above the global average across all environments and device types. This was largely driven by the strong performance of medium-sized desktop display ads, which exceeded the global benchmark by 24%.
'ANZ has made significant strides in brand suitability, yet the risk of violations can escalate at any moment and strong attention must be top of mind to ensure ads in brand-safe environments truly resonate with consumers,' said Conrad Tallariti, Managing Director, APAC of DoubleVerify. 'Advertisers here are navigating increasingly fragmented environments where attention is hard-won and brand reputation can shift in an instant. Our latest findings emphasise the importance of real-time, region-specific insights to help brands maximise ROI, minimise waste, and ensure their media investments deliver both protection and performance.'
The 2025Global Insights: APAC Report reveals notable improvements in global media quality in ANZ, with declines in brand suitability violations and fraud rates, alongside modest gains in viewability. However, attention continues to vary significantly across regions, formats and devices, highlighting the need for advertisers to customise strategies that drive both performance and protection.
Global highlights include:
Brand Suitability: Violation rates fell 15% year-over-year, with Unsuitable Category violations still comprising the majority (65%) of all incidents.
Fraud and Sophisticated Invalid Traffic (SIVT): Global fraud/SIVT dropped 7% year-over-year, but bot fraud increased sharply, particularly in mobile app environments.
Viewability: The global Authentic Viewable Rate rose 3% to 70%, supported by industry efforts to address "TV Off" issues in CTV.
Attention Metrics: APAC led all regions with a 14% higher Attention Index than the global benchmark of 100, while North America trailed by 4%.
'As the digital media landscape becomes more complex, advertisers need actionable insights to optimise performance and minimise waste,' said Mark Zagorski, CEO of DoubleVerify. 'Success now depends on precise, real-time insights that ensure every impression meets the highest standards of quality and effectiveness. That's what drives meaningful outcomes in today's media environment.'
As media investments grow more complex, DV's regional insights provide a critical roadmap for advertisers to reduce waste, boost engagement and drive measurable outcomes in ANZ and beyond.
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