About 94 per cent of video ads served in SEA food and drink campaigns are 30 seconds in duration, despite securing over 20 per cent less completion rates when compared to shorter spots, according to a new TubeMogul report. Additionally, 55 per cent of all food and drink advertisers serve ads exclusively on desktop vs 45 per cent that take a cross-screen approach.
TubeMogul released its first-ever SEA-specific vertical report for the food and beverage sector. The report details the biggest challenge in the industry, namely the over-reliance on repurposed TV ad creative for digital campaigns. According to the report, Southeast Asian audiences continue to shift more and more to mobile when accessing content. Research conducted by TubeMogul found that mobile outperforms desktop on completion rate (74 per cent vs 63 per cent) and click rates (2.1 per cent vs 1.5 per cent). Despite this, advertisers continue to focus on desktop ad delivery.
“Outside SEA, UK, US and Australian advertisers have known for a while that 30 seconds is not ideal for online video advertising. With mobile such a personal device, consumers don’t have the patience to sit through a 30-second ad and they avoid their data being eaten up by long spots that require large downloads. On desktop, a 30-second ad spot is seen as intrusive to the consumer experience – and viewers rapidly look for the skip button as soon as they are permitted to press it. Repurposing TV ads is simply not best practice. Small changes to existing creative can be done to ensure success, even if it’s simply a case of editing an existing spot in shorter format,” says Kenneth Chow, TubeMogul’s Director of Client Services, Asia.
Video is a key channel that food and beverage brands use to reach and engage their audience across Southeast Asia. Mobile’s notable inclusion on 45 per cent of campaigns is indicative of the value advertisers gain by implementing a cross-screen video strategy. Particularly with mobile benchmarks currently outperforming desktop.
“The dominance of 30 second creative is indicative of the tendency for advertisers to repurpose existing TVC’s for use online. As the market matures, we expect to see 15-second creative (and less) become more prevalent. Especially considering the difference in completion rate performance, which comprises the top two optimisation goals” adds Mr Chow.