WARC, 5 March 2014
SINGAPORE: The online video advertising market in Southeast
Asia is growing strongly with mobile inventory levels rising across the region
according to a new report.
TubeMogul, an enterprise software company for digital branding,
analysed the top brand campaigns on its programmatic buying platform in the
final quarter of 2013, across five regional markets - Singapore, Thailand,
Vietnam, Malaysia and the Philippines. More than 2.2 billion desktop and mobile
video streams were tracked.
It found that Southeast Asia's programmatic online video
advertising market increased by 26% per month to 864 million streams in
December, fuelled by media companies looking to create more ad slots for
brands.
In particular, there was a doubling of mobile video ad
inventory. Thailand and Singapore led the way with respective 244% and 191%
leaps in mobile video ads from October to December.
The remaining three territories registered more modest
double-digit growth levels, with 75% for Indonesia, 43% for Malaysia and 39%
for the Philippines.
"Mobile is quickly becoming a platform for brands to
reach consumers in Southeast Asia," said Phu Truong, TubeMogul Southeast
Asia managing director. "Publishers are making more of their content
available for digital video advertisers to run branding campaigns on their
desktop and mobile platforms."
He added that the increase in premium mobile and desktop
video inventory was enabling brands to secure strong audience reach for video
branding campaigns, and that Asia was quickly moving from a position of
scarcity to that of a vibrant market.
He highlighted several factors including "the media
industry's desire to build new revenue streams, a strong consumer appetite for
video content, and the eagerness of brands to connect with audiences that are
moving to new entertainment formats such as mobile devices".
Thailand was one of the only markets to post growth in video
advertising CPMs, or the costs of buying a thousand impressions, which
increased 45% over the quarter, even though video ad supply rose 26% per month.
In Indonesia, premium ad inventory rose 257% between October and December.
Data sourced from Tubemogul; additional content by Warc
staff
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