TubeMogul reports 20% increase in its SEA mobile programmatic markets
By Digital News Asia August 28, 2015
- Report on Singapore, Thailand, Indonesia and Philippines
- Portable devices see strong user engagement rates
DIGITAL branding software company TubeMogul said that its mobile video programmatic markets in four South-East Asian countries grew by 20% in the second quarter of 2015, as advertisers sought to reach consumers who use portable devices as their primary media screen.
Its report of the available programmatic auction volumes across Singapore, Thailand, Indonesia, and the Philippines showed continued growth in the desktop pre-roll video inventory segment, led by the Philippines and Indonesia, which continued their quarter-on-quarter growth trend.
However the highlight of the quarter was improved quality in mobile inventory, stabilised pricing, and an increased interest from advertisers in buying programmatic mobile video inventory, the company said in a statement.
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“The data reflects an evolution in buying attitudes where advertisers are now planning their media buys holistically across desktop and mobile screens,” said TubeMogul Asia vice president Susan Salop.
“We are witnessing a shift by advertisers in South-East Asia to diversify their video campaigns and reach audiences whenever and wherever they access video content,” she added.
The increase in mobile programmatic trading volumes has also been underpinned by advertisers realising that video completion rates on portable devices are high due to strong user engagement rates.
Advertisers are moving beyond simply buying video at scale and are now assessing the engagement metrics that mobile video can provide, TubeMogul said in its statement.
The quality of mobile programmatic video inventory has also improved and this has resulted in pricing becoming more stable, compared to wild fluctuations in previous quarters, it added.
On the desktop side, available pre-roll video inventory for auction has increased in every country from a year ago, with Singapore growing eight-fold, and Indonesia increasing by a factor of 17-fold, the Emeryville, California-based company said.
“We have moved past the question of whether there is enough scale and inventory in South-East Asia for brands and agencies to buy digital video programmatically,” Salop said.
“The data shows that advertisers who want to plan and optimise their video advertising media buys across screens can do it today,” she claimed.
To download a PDF of the report, click here.
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