SINGAPORE: Advertisers across Southeast Asia are upping their investment in programmatic video, with mobile in particular registering a surge in the second quarter of the year according to a new report.
A quarterly report from Tubemogul examined four markets in the region – Singapore, Thailand, Indonesia and the Philippines – and revealed a 20% increase in mobile video programmatic auctions compared to the first quarter.
"The data reflects an evolution in buying attitudes where advertisers are now planning their media buys holistically across desktop and mobile screens," said Susan Salop, VP/Asia, TubeMogul.
"We are witnessing a shift by advertisers in Southeast Asia to diversify their video campaigns and reach audiences whenever and wherever they access video content," she added.
All four markets had seen the average number of daily auctions increase quarter-on-quarter, Mumbrella reported. The fastest growing market was Singapore, which registered a 28% increase to 2.9m; the greatest absolute rise came in Indonesia, where almost 14m daily auctions took place, up from 11.5m in the first quarter.
Not only was the quantity of programmatic mobile inventory growing but its quality was improving. This, Salop noted, had led to more stable pricing compared to the "wild fluctuations" that had been seen in previous quarters.
She added that advertisers were now realising that video completion rates on portable devices were high because of strong user engagement.
Advertisers are moving beyond simply buying video at scale and are now assessing the engagement metrics that mobile video can provide, she said.
Desktop pre-roll inventory had also grown impressively, with Singapore recording an eight-fold increase while Indonesia leapt 17 times.
"We have moved past the question of whether there is enough scale and inventory in Southeast Asia for brands and agencies to buy digital video programmatically," stated Salop.
"The data shows that advertisers who want to plan and optimise their video advertising media buys across screens can do it today."
Data sourced from Mumbrella, Digital Market Asia; additional content by Warc staff