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Video ad completions down in Asia

News, 27 October 2015

SINGAPORE: Asian users of digital services are more likely than people in any other global region to start watching a video ad, but they are also less likely than anywhere else to view the ad to the end, according to a new study.

The latest Sizmek Video Index, from the ad tech company of the same name, collated data from the first half of the year representing the marketing activity of 3,400 agencies, 17,000 brand advertisers, and 22,000 global web publishers in more than 70 countries.

It found that video advertising was growing more slowly in Asia-Pacific than in any other region. APAC video ad volumes have more than doubled since 2013 – up 112% – but it is lagging behind the rates seen in the rest of the world, Marketing Magazine reported.

Both Latin America and the Europe, Middle East, and Africa (EMEA) regions have increased more than 150% during this period – 156% and 160% respectively – while North America has grown at 126%.

Perhaps more interesting than overall growth rates, however, are the trends in consumer behaviour in each region.

So, for example, while start rates for video ads have increased in Asia Pacific, rising from 54.72% in 2014 to 68.64% in 2015, completion rates have been dipping, from 62.81% to 61.52%.

The reverse has been the case for all other regions, which have seen start rates falling over the period while completion rates have climbed. Latin America had the lowest start rate in the first half of 2015, at 58.30%, but the highest completion rate, at 73.62%.

Quite why this should be so – quality of creative? delivery format? – is unclear, although Andy Kahl, director/research at Sizmek, suggested that "most marketers are still learning how to effectively execute a digital advertising strategy that comprises multiple types of video.

"There is still a lot of opportunity for marketers to reach new and existing audiences with content outside the realm of a repurposed television spot," he added.

Globally, advertising that included video – rich media with video and in-stream video – accounted for almost 15% of all digital advertising in the first six months of 2015; the share of mobile, which includes video formats, was almost 12%.

Data sourced from Marketing Magazine; additional content by Warc staff