The fraud rate for automotive marketers buying connected TV (CTV) is 52% higher than for non-automotive advertisers, according to digital media measurement and analytics company DoubleVerify.
Automotive advertisers in 2022 are expected to spend over $17 billion on digital advertising in the U.S.
And there are other issues -- such as viewability.
DoubleVerify says auto advertisers’ video viewable rates – the percentage of time in which an ad appeared and was viewable -- was 9% lower compared to non-auto advertisers. Also automotive video completion rate – the percentage of video ads that play from start to finish -- was 4% lower than non-auto advertisers.
Says Collette Spagnolo, vice president of marketing analytics at DoubleVerify: “Just because they’re investing more in digital video advertising, doesn’t necessarily mean they’re always getting the best performance.”
The good news, according to DoubleVerify, is that auto-focused digital sites can provide greater quality for advertisers. However, viewability challenges remain.