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SE Asia sees programmatic video boom

News, 16 February 2015

SINGAPORE: The fourth quarter of 2014 was a "tipping point" for programmatic video in Southeast Asia as trading volumes soared, new data has shown.

A quarterly report from demand-side platform TubeMogul detailed how inventory had rocketed, with three figure percentage increases in most markets, as more and more consumers turned to online video.

Indonesia was the standout market in this respect, as video ads available through real-time buying doubled for the second consecutive quarter: weekly auction averages jumped from 33.2m registered video ad streams in the third quarter to 68.5m in the fourth quarter.

Over the whole year pre-roll inventory growth in Indonesia stood at an "astonishing" 607%.

"The higher demand for video advertising has driven publishers to make more of their video inventory available to be bought programmatically," said Phu Truong, managing director Southeast Asia for TubeMogul, in remarks reported by Mumbrella Asia

"Indonesian media agencies are starting to test and learn how to implement and execute programmatic video campaign at a rapid rate," he added.

Singapore was the second fastest growing market, with year-on-year inventory growth of 425%. Pre-roll auctions grew 69% quarter-over-quarter, with weekly averages jumping from 39.8m to 67.3m.

"Singapore has more programmatic video ads per person than any other market in Southeast Asia," Truong noted, in part because as a regional headquarters for many global businesses "quite often the innovation starts here".

In Malaysia inventory was up 327%. It also reported more pre-roll auctions in the fourth quarter than the rest of 2014 combined. Average auctions per week more than doubled quarter-over-quarter, increasing from 42.1m to 87.3m.

The Philippines saw a 347% increase in pre-roll inventory from the final quarter of 2013, while average auctions per week grew 55% from 59.9m in Q3 to 93m in Q4.

Thailand's annual growth stood at 282%, with pre-roll auctions increasing 90% quarter-over-quarter, and weekly averages nearly doubling from 62.9m auctions in Q3 to 119.7m in Q4.

And Vietnam reported 256% year-on-year growth, with a 71% quarter-on-quarter rise in pre-roll inventory, with weekly averages increasing from 17.5m auctions in Q3 2014 to 30m in Q4.

Data sourced from TubeMogul, Mumbrella Asia, Digital Market Asia; additional content by Warc staff