I-Integral Ad Science (IAS), ipulatifomu yokulinganisa nokwenza ngcono abezindaba emhlabeni jikelele, ikhiphe inguqulo yesiPutukezi saseBrazil yoMbiko wayo we-19 we-Media Quality Report, ucwaningo lwaminyaka yonke olukhiqizwe yinkampani ukuhlola izilinganiso zomhlaba wonke kanye nezwe elithile (kufaka phakathi iBrazil) zekhwalithi yezikhangiso zedijithali kuwebhu evulekile, kufaka phakathi izinkomba ze-Brand Risk, zokubukwa , i-Time-in-View , kanye zokukhwabanisa izikhangiso (ukukhwabanisa izikhangiso, okuyimisebenzi e-inthanethi ehloselwe ukuphambukisa izikhangiso zedijithali kumawebhusayithi okukhwabanisa, ukuvimbela ukuthi ziboniswe kubantu bangempela).
Umbiko uchaza imiphumela yonyaka kanye nedatha ehlanganisiwe yonyaka ka-2023. Ukuze ulande idokhumenti ye-IAS ngesiPutukezi, chofoza lapha. I-IAS ihlaziya ukusebenzisana kwedijithali kwansuku zonke okungaphezu kwezigidigidi ezingama-280 emhlabeni jikelele ukuze inikeze ukuqonda okusebenzayo kanye nezilinganiso zokuthuthukisa ukusebenza komkhankaso nokukhulisa ukutshalwa kwezimali komkhiqizo.
ISIMO SENGOZI YOMKHWA
Sekukonke, ingozi yokuhlanganiswa nokuqukethwe okulimazayo kwemikhiqizo emhlabeni wonke, kuzo zonke izigaba zemidiya namafomethi, ihlale izinzile uma kuqhathaniswa nonyaka odlule, ngesilinganiso esingu-1.7% (inani elifanayo nelaseBrazil). Lesi simo singachazwa, ngokwengxenye, ngokubeka phambili okunikezwa ukuvikelwa komkhiqizo ngumkhakha wokumaketha - ngokusho kwe-IAS, ama-80% abakhangisi bathi bafaka ukunciphisa ubungozi phakathi kwezinto eziza kuqala ngo-2024.
Futhi yize isilinganiso somhlaba wonke se-Brand Risk besilokhu sehla kusukela ngo-2018 (lapho izinga lalingu-6.5%), ukwehla kwalokhu kwehla kuyabonakala, kuchazwa usongo oluseduze lokuqukethwe okujulile okudalwe yi-AI kanye nolwazi olungamanga esikhathini sangaphambi kokhetho.
I-BRAZIL: Okuqukethwe Kwabantu Abadala Nokulandwa Okungekho Emthethweni
Ekuhlukanisweni kwe-Brand Risk ngesigaba, kulo lonke u-2023, uhlobo lokuqukethwe oluvame kakhulu eBrazil kwakuwubudlova, olubala u-41.5% wamacala (uma kucatshangelwa kokubili amafomethi ewebhu edeskithophu naweselula) - isimo esingcono kancane kunesilinganiso somhlaba wonke esingu-47.5%. Izigaba ezilandelayo ezivame kakhulu ezweni zibonisa ukungafani okukhulu nesimo somhlaba wonke - lokhu okuqukethwe kwabantu abadala, okumelela u-39% wenani eliphelele (ngaphezu kwesilinganiso somhlaba esingu-20%), kanye nokulandwa okungekho emthethweni, kanye no-13.1% wamacala ezweni (uma kuqhathaniswa nesilinganiso esingu-4.5% emhlabeni jikelele).
Ngakolunye uhlangothi, iBrazil iqophe izehlakalo eziphansi kakhulu kunezilinganiso zomhlaba wonke zenkulumo enenzondo - ku-1.3% (uma kuqhathaniswa no-8.1% emhlabeni jikelele) - kanye nokusetshenziswa kotshwala - ku-0.85% (uma kuqhathaniswa no-9% emhlabeni jikelele).
UKUKHWAYA KWEZOKUKHANGISA
Ukukhwabanisa kwezikhangiso kugqamise umehluko ekusebenzeni phakathi kwemikhankaso elungiselelwe (evikelwe ngamathuluzi okulwa nokukhwabanisa) kanye nemikhankaso engalungiselelwe. Umbiko uthole izinga eliphansi kakhulu engxenyeni yesibili ka-2023 yemikhankaso elungiselelwe, kanye nezinga lokukhwabanisa elingu-0.6% kuphela - izinga eliphansi kakhulu kusukela ngo-2020.
Zonke izinhlobo zemidiya zibhalisile ukuthi zehla, kanti izinhlobo zezikhangiso zedeskithophu nezevidiyo zibhekene nokwehla okukhulu. Ngakolunye uhlangothi, imikhankaso engavikelekile ibhalise ukwanda kokwephulwa kwemithetho okuphindwe kayi-14 (8.4%) phakathi naleso sikhathi.
ISIKHATHI SOKUBONISA
Isikhathi sokuboniswa sifinyelele esiphansi esisha engxenyeni yesibili ka-2023, isilinganiso samasekhondi angu-15.78 kuzo zonke izifunda kanye nezindawo eziku-inthanethi. Nakuba lokhu kunciphisa kungeyona into enhle, ucwaningo lwe-IAS luthole ukuthi ukubonisa isikhangiso phakathi kwamasekhondi angu-3 kuya kwangu-10 kwanele ukukhulisa ukuthengisa.
UKUBONAKALA
Ngesikhathi esifanayo, ukubukwa kwesikhangiso kufinyelele amazinga arekhodiwe phakathi naleso sikhathi, ngesilinganiso esimaphakathi esingu-76.1%. Ipharamitha yokubukwa isho ukuthi isikhangiso semidiya sasino-50% wamaphikseli aso aboniswe esikrinini okungenani umzuzwana owodwa - wezikhangiso zokubonisa, noma okungenani imizuzwana emi-2 - yamafomethi evidiyo.
