Desktop pre-roll remains ad format of choice in SEA: TubeMogul

  • Despite new ad formats, SEA advertisers addicted to tried-and-true options
  • Desktop pre-rolls had 90% impression share in Thailand and Vietnam
Desktop pre-roll remains ad format of choice in SEA: TubeMogul

 
DESKTOP pre-roll advertisements – those advertisements that appear before you get to enjoy your YouTube video, for example – remained the format of choice for advertisers in South-East Asia, according to TubeMogul’s quarterly report on the first quarter of 2016.
 
This was most notable in in Thailand and Vietnam, where desktop pre-rolls garnered 90% of impression share, the company said in a statement.
 
“Despite the introduction of new ad formats, South-East Asian advertisers are still addicted to the tried-and-true options available via desktop pre-roll,” said TubeMogul vice president of research Taylor Schreiner.
 
“Even though South-East Asian markets are prolific users of mobile, maturation of this market remains challenged by data limitations despite inventory increasing and CPMs (costs-per-mile) decreasing across the region,” he added.
 
Other highlights from the report include:
 

  • South-East Asia continues to see upward growth. All countries covered in the report experienced growth in mobile inventory over the prior quarter.
  • Alongside the growth in inventory, half of the countries also saw a decline in CPM quarter over quarter.
  • Advertisers in South-East Asia were split between 30-second ads to 15-second ads. Half of the countries – Indonesia, the Philippines, and Thailand – all saw more 15-second impressions.

To request a copy of the report, go here.
 
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IAB Singapore working on regional standard to combat ad fraud
 
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