SEA programmatic video market steadily growing: TubeMogul
By Digital News Asia May 14, 2014
- Vietnam fastest-growing overall, 67% rise in available programmatic video inventory
- Singapore was fastest-growing market in mobile video supply, which jumped 103%
THE South-East Asia programmatic or automated video advertising market grew steadily in the first quarter of 2014, with most of the key countries notching up inventory growth of at least 10%, said digital branding software company TubeMogul.
The fastest-growing market was Vietnam, which reported a 67% rise in available programmatic video inventory, the company said, citing its TubeMogul Asia State of Programmatic Video report.
Singapore was the fastest-growing market in terms of mobile video supply, which jumped 103% in the first quarter compared to the last quarter of 2013, TubeMogul said in a statement.
The TubeMogul Asia State of Programmatic Video report covers the growth of desktop and mobile video inventory across the South-East Asian markets of Singapore, Thailand, Vietnam, Malaysia and the Philippines.
More than 200 million video ad streams in the region are tracked by TubeMogul’s buy-side programmatic video platform.
“The South-East Asian programmatic digital video advertising market is gaining in maturity as agency trading desks, brand and publishers invest in the sector and more sophisticated branding campaigns are executed,” said TubeMogul South-East Asia managing director Phu Truong (pic).
“We are seeing faster than expected growth in video ads available for buying throughout South-East Asia,” he added.
The survey reported that video CPMs (cost per mile) were mostly steady across South-East Asia, while there was a sharp rise in some of the mobile video markets in terms of available ad impressions.
Thailand’s quarter-over-quarter programmatic mobile video inventory growth jumped 49%, just shading growth of 45% in Vietnam.
The other hot markets were Indonesia, which posted a 36% jump in desktop video inventory in the quarter, while the Philippines reported a healthy 12% rise in available pre-roll video inventory.
Truong said Singapore was proving to be an early leader in the regional programmatic video market, as witnessed by a 30% increase in available standard pre-roll video auction inventory in the first quarter.
That rise in available inventory, from the fourth quarter of 2013, was underpinned by a 28% jump in tier one video inventory.
“Media buyers in Singapore now have more available premium video ad slots available to them and have better options to help meet their advertising goals,” Truong said.
“We also saw a 4% rise in prices for tier one inventory, showing there is increased demand from Singapore buyers for high quality ad environments,” he added.
TubeMogul’s programmatic video platform enables brands and agencies to buy video ad inventory in real-time across all devices, and provides ad serving, targeting, optimisation, and brand measurement.
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