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SE Asia enters its biggest programmatic video year

The Philippines was the fastest growing programmatic video advertising market in Southeast Asia in the first quarter of 2015, growing three-fold in size. TubeMogul took a closer look at the available programmatic auction volumes across Southeast Asia for the first quarter, and reported a steady increase in available video streams and associated prices in the key markets of Singapore, Thailand, Indonesia and The Philippines.

The data from TubeMogul showed an explosion in available desktop pre-roll video advertising inventory in The Philippines, leaping to an average of 446 million weekly auctions, up from 144 million in the previous quarter. The amount of programmatic mobile ad inventory available for purchase rose five-fold from the previous quarter to 73 million, using an average weekly comparison.

The report also showed a dramatic growth in mobile programmatic video in Singapore and Thailand, which respectively grew seven-fold and five-fold in terms of available mobile inventory.

TubeMogul Asia Vice-President Susan Salop said all of the key Southeast Asian markets showed an increase in available desktop and mobile programmatic auctions, demonstrating increased willingness by publishers to make more inventory available through programmatic channels.

“Our research supports our view that Southeast Asia is one of the fastest growing programmatic video advertising regions in the world, and the opportunity for brands and publishers to take advantage of the power of automated media buying is significant. TubeMogul will continue to invest significant resources as we forecast tremendous interest by advertisers in the programmatic branding opportunity,” Ms Salop said.

With a total population of more than 370 million people and a combined GDP more than USD 1.8 trillion, these Southeast Asian markets will provide substantial growth in programmatic advertising in the next five years.

Ms Salop explained that the Southeast Asian programmatic video advertising market was quickly maturing in trading skillsets, and that the mobile-first nature of Southeast Asia meant that brands were increasingly looking at investing more funds in mobile campaigns.

“This will be a big year in Southeast Asian mobile programmatic branding and we expect the early adopters will enjoy first-mover advantage,” she stated.

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.