Asians are most likely of world’s web users to start watching in-stream video ads – but least likely to watch until the end


Source: Sizmek

The in-stream online video ad market in Asia Pacific is the slowest growing in the world, and viewers of video ads in this region are the least likely to watch them until the end, according to a study by ad tech firm Sizmek.

However, Asia Pacific has the highest start rate of video ads in the world, so while people in Asia are the most likely to start watching an ad, they are also the most likely to click away from it.

The start rate of in-stream video ads – those that run before, during or after a video ad online – in APAC has grown rapidly since 2013, up from 43 per cent to 69 per cent this year. But the completion rate has fallen marginally, down from 63 per cent in 2014 to 62 per cent this year.

Start rate V Fully played rate

Source: Sizmek

APAC has the lowest fully played rate in the world, according to Sizmek. Latin American has the highest at 74 per cent, and EMEA and North America share a very similar rate (65 per cent).

APAC’s video ad market has grown by 112 per cent since 2013, compared to 126 per cent in North America, 156 per cent in Latin America and 160 per cent in Europe, Middle East and Africa, the study of marketing activity of ads served for more than 3,400 agencies, 17,000 advertisers and 22,000 web publishers in 70 countries found.

Globally, while the start rate of in-stream video has grown substantially since 2013, the full played rate is levelling off, suggesting that web users are becoming less likely to watch an ad through to the end.

FMCG, entertainment and car brands are the biggest users of in-stream video advertising, the report found.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing