SYDNEY: Australia's programmatic mobile video ad market more than tripled in size in the first quarter of this year a new report has said.

Video platform TubeMogul analysed the market in its Australia Quarterly Research Report and found that programmatic mobile video advertising inventory had leapt 230% in the first quarter of 2014. It estimated there were 29.4m mobile video ad units available compared to just 8.9m in the last quarter of 2013, CMO reported.

"Smartphones and tablets are becoming the devices of choice for content-hungry consumers in Australia and advertisers want to reach those audiences," declared Stephen Hunt, TubeMogul Asia Pacific managing director.

"We expect the programmatic mobile and tablet video ad market to skyrocket this year and outstrip growth in the desktop video advertising market," he said.

Within the desktop video market, the report detailed a growth in premium inventory as the number of video ad impressions available rose 25% quarter-over-quarter; further, comScore top 100 video inventory ads were up 28%.

"This data shows that brands are eager to place their brand messages and video creative in top-tier publisher environments to reach affluent consumers, and drive lift in brand metrics such as purchase intent for their product," said Hunt.

"It also highlights the willingness of top-tier publishers to make their audiences available for programmatic trading," he added.

The quarter also saw a sharp rise in brands investing in programmatic direct – where brands agree deals on inventory in advance with publishers and then use programmatic software to execute their campaigns. The report said that the volume of direct video inventory had more than doubled, from 33m to 68m from one quarter to the next.

Separately, TubeMogul examined the wider southeast Asian region and found the fastest growing market to be Vietnam, which had seen a 67% uplift in available programmatic inventory during the first quarter, Campaign Asia-Pacific reported.

In terms of mobile video inventory, Singapore led the way, up 103%, and was far ahead of the next two fastest-growing markets – Thailand (+49%) and Vietnam (+47%).

Data sourced from CMO, Campaign Asia-Pacific; additional content by Warc staff