What’s On

Programmatic video grows steadily across SE Asia

Video advertising is gaining importance in the region, and marketers that are looking at newer forms of connecting with consumers, more effectively and efficiently, are increasingly exploring the medium. Little surprise that global digital event, dmexco, also is focussing on this subject in its inaugural satellite event in Singapore.

Southeast Asia’s programmatic video advertising markets grew steadily in the first quarter, with most of the key countries notching up inventory growth of at least 10 percent. TubeMogul, an enterprise software company for digital branding, took a closer in its report The TubeMogul Asia State of Programmatic Video that covers the growth of desktop and mobile video inventory across the Southeast Asian markets of Singapore, Thailand, Vietnam, Malaysia, and the Philippines.

More than 200 million video ad streams are tracked by TubeMogul’s buy side programmatic video platform in the region.

The fastest growing market was Vietnam, which reported a 67 per cent rise in available programmatic video inventory. Singapore was the fastest growing market in terms of mobile video supply, which jumped 103 per cent in the first quarter compared to the last quarter of 2013.

“The Southeast 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. We are seeing faster than expected growth in video ads available for buying throughout Southeast Asia,” said TubeMogul Southeast Asia Managing Director Phu Truong.

The survey reported that video CPMs (cost per millions) were mostly steady across Southeast 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 per cent, just shading growth of 45 per cent in Vietnam.

The other hot market was Indonesia that posted a 36 per cent jump in desktop video inventory in the quarter, while the Philippines reported a healthy 12 percent rise in available pre-roll video inventory.

Mr Truong said Singapore was proving to be an early leader in the regional programmatic video market, as witnessed by a 30 per cent 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 percent 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. We also saw a 4 per cent rise in prices for tier one inventory, showing there is increased demand from Singapore buyers for high quality ad environments,” Mr Truong added.

Noor Fathima Warsia

A veteran journalist in the Indian marketing, media and advertising fraternity, Noor Fathima Warsia took on the role of Group Editor -– APAC for Digital Market Asia in May 2013. Noor has focussed on tracking trends and developments in the Indian media industry.