On July 23, DoubleVerify, a leading software platform for advertising optimization, measuring media quality and campaign performance, just released the Global Insights 2025 Report for the Asia Pacific (APAC) region, revealing outstanding advertising trends and standard indicators to measure effectiveness.
The report analyzed data from more than a trillion Google accounts, mobile devices and connected TV (CTV) displays, as well as a survey of marketers and consumers globally.
Outstanding trends in APAC as well as Vietnam
Brand suitability: In Vietnam, the violation rate increased by 14% compared to the same period last year to 8.3%, higher than the regional average of 7.7%. The reason is believed to be due to strongly fluctuating news cycles in the region, such as news about sensitive political events and thrilling content.
Advertising fraud and Invalid access traffic (SIVT): The average fraud rate in Southeast Asia decreased to 0.8%, while in Vietnam it was only 0.4%, down 1% compared to the previous year. Compared to global standards, the rate of advertising fraud in the APAC region is up to 18% lower, the second lowest region in the world.
visualibility: The actual visualibility rate in Vietnam decreased to 69%, down 4% compared to the previous year. In particular, both display and video advertising decreased, respectively, by 3% and 4%, showing the need to re-evaluate display performance and find solutions to improve it.
figure attracting attention: Vietnam leads the entire APAC region in the figure attracting attention, up to 27% higher than the global standard. In particular, the format displayed on mid-size mobile web exceeds the standard by up to 51%, contributing significantly to this result.
Other notable figures
According to analysis from experts, marketers across APAC are increasingly prioritizing channels such as commercial advertising networks, with more than 20% of respondents in India and Southeast Asia saying they plan to increase their investment in this channel.
High-performance formats such as reels and newsfeeds are often more effective than standard, reflecting a strong shift in performance-based and digital connectivity advertising forms.
In that context, consumers in APAC now spend an average of 3.5 hours a day consuming online content, with social media as the main platform.
However, up to 46% of users use ad blocking tools, and nearly half confirm that they will be less likely to buy if the brand's advertisement appears next to false or offensive content. This further reinforces the importance of brand connectivity and communication strategies that are suitable in context.
