Mobile video programmatic grew 20% in SE Asia
As advertisers sought to reach out to consumers who use smartphones as their primary media screen, mobile video programmatic markets in four major Southeast Asian markets grew by 20 per cent in size in the second quarter.
This was highlighted in a report on the key markets of Singapore, Thailand, Indonesia, and The Philippines by TubeMogul. The report 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.
Other findings that stood out in Q2 were improved quality in mobile inventory, stabilised pricing, and an increased interest from advertisers in buying programmatic mobile video inventory.
“The data reflects an evolution in buying attitudes where advertisers are now planning their media buys holistically across desktop and mobile screens. We are witnessing a shift by advertisers in Southeast Asia to diversify their video campaigns and reach audiences whenever and wherever they access video content,” said TubeMogul Asia Vice President Susan Salop.
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, Ms Salop added. She said advertisers are moving beyond simply buying video at scale and are now assessing the engagement metrics that mobile video can provide.
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, Ms Salop said.
In terms of desktop, the 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.
“We have moved past the question of whether there is enough scale and inventory in Southeast Asia for brands and agencies to buy digital video programmatically. The data shows that advertisers who want to plan and optimise their video advertising media buys across screens can do it today,” Ms Salop said.
