Indonesia is fastest growing market in Southeast Asia for programmatic video: TubeMogul

Programmatic video growth in Indonesia; source: TubeMogul

Programmatic video growth in Indonesia; TubeMogul

Indonesia is the fastest growing market for programmatic video trading in Southeast Asia, according to a report from demand-side platform TubeMogul for the fourth quarter of 2014.

Video ads available through real-time buying in Indonesia doubled for the second consecutive quarter, faster than Singapore, the second fastest growing market in Southeast Asia.

While overall inventory growth year-over-year was 425 per cent in Singapore, it was 607 per cent in Indonesia.

Phu Truong, the Southeast Asia MD of TubeMogul, said: “The reason for the astonishing growth in the Indonesia video advertising market is a combination of more and more consumers watching online video content.”

“The higher demand for video advertising has driven publishers to make more of their video inventory available to be bought programmatically. Indonesian media agencies are starting to test and learn how to implement and execute programmatic video campaign at a rapid rate,” he said.

Weekly available auctions in Indonesia jumped from 33.2 million registered video ad streams in the third quarter to 68.5 million in the fourth quarter.

In Singapore, pre-roll auctions grew 69 per cent quarter-over-quarter, with weekly averages jumping from 39.8 million in the third quarter to 67.3 million in the final quarter of 2014.

Malaysia saw more pre-roll auctions in the fourth quarter than the preceding nine months of the year. Average auctions per week more than doubled quarter-over-quarter.

The price of programmatic video advertising inventory increased in every market tracked in Southeast Asia with the exception of Thailand, where pre-roll CPMs fell 31 per cent in the fourth quarter compared to the previous three months.

TubeMogul called the fourth quarter of last year “a tipping point” for trading volumes across Southeast Asia.


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