India, one of the world’s fastest-growing economies, has experienced significant digital progress in recent years, driven by increased mobile usage and a surge in internet adoption. The country’s digital transformation, already underway, gained unprecedented momentum during the Covid-19 lockdown, providing over half a billion Indians access to a range of online services, spanning banking, education, entertainment, and social media.
Recognizing the evolving consumer landscape, brands are prioritizing digital advertising to boost revenue. According to Dentsu India’s Digital Advertising in India 2022 report, the Indian digital advertising industry currently stands at Rs 70,715 and is projected to reach Rs 93,119 crore by the end of 2023, with a Compound Annual Growth Rate (CAGR) of 14.75%. This rapid expansion of the digital advertising ecosystem is attracting numerous new users, emerging as a highly effective means for brands to connect with their evolving customer base.
However, digital advertising presents its own set of challenges, notably in terms of brand safety and suitability. Brand safety involves avoiding content universally deemed inappropriate for any advertiser, such as pornography, terrorism, and hate speech. Brand suitability, on the other hand, urges brands to align their values with content, considering topics or events that may or may not resonate with those values.
Negative ad placements pose a risk to a brand’s reputation, especially with the increasing prevalence of hate speech, disinformation, and other harmful content online. A study by DoubleVerify and Harris Poll revealed that almost 90% of consumers believe brands are responsible for ensuring ads run next to safe and trustworthy content. Approximately 67% of consumers would likely cease using a brand or product if they saw its digital ad adjacent to false, objectionable, or inflammatory content.
To address these concerns, third-party ad verification tools have emerged as a solution, enabling advertisers to ensure their ads appear in appropriate contexts and alongside suitable content. These tools help maintain brand safety and suitability by avoiding, blocking, and monitoring content considered unsafe or unsuitable.
DoubleVerify’s 2022 Global Insights Report indicated a 31% decrease in post-campaign brand suitability violations for advertisers in the Asia-Pacific (APAC) region, attributed to increased adoption of pre-bid (programmatic) brand safety solutions. Advertisers in the region are seeking tools that allow for more granular control, enabling them to avoid or block content misaligned with their brand values while supporting trusted news sites.
As the Indian advertising industry undergoes dynamic changes, advertisers must collaborate closely with ad verification partners to ensure responsible allocation of investments. Measurement across channels, formats, platforms, and geographies is crucial. Ad verification tools empower brands to optimize digital investments while maintaining a delicate balance between protection and scale.