Desktop pre-roll remains ad format of choice in SEA: TubeMogul

• Despite new ad formats, SEA advertisers addicted to tried-and-true options
• Desktop pre-rolls had 90% impression share in Thailand and Vietnam

 
DESKTOP pre-roll advertisements – those advertisements that appear before you get to enjoy your YouTube video, for example – remained the format of choice for advertisers in South-East Asia, according to TubeMogul’s quarterly report on the first quarter of 2016.
 
This was most notable in in Thailand and Vietnam, where desktop pre-rolls garnered 90% of impression share, the company said in a statement.
 
“Despite the introduction of new ad formats, South-East Asian advertisers are still addicted to the tried-and-true options available via desktop pre-roll,” said TubeMogul vice president of research Taylor Schreiner.
 
“Even though South-East Asian markets are prolific users of mobile, maturation of this market remains challenged by data limitations despite inventory increasing and CPMs (costs-per-mile) decreasing across the region,” he added.
 
Other highlights from the report include:
 

• South-East Asia continues to see upward growth. All countries covered in the report experienced growth in mobile inventory over the prior quarter.

• Alongside the growth in inventory, half of the countries also saw a decline in CPM quarter over quarter.

• Advertisers in South-East Asia were split between 30-second ads to 15-second ads. Half of the countries – Indonesia, the Philippines, and Thailand – all saw more 15-second impressions.

To request a copy of the report, go here.
 
Related Stories:
 
TubeMogul reports 20% increase in its SEA mobile programmatic markets
 
IAB Singapore working on regional standard to combat ad fraud
 
A video tells your story better: SushiVid to brands
 
 
For more technology news and the latest updates, follow us on Twitter, LinkedIn or Like us on Facebook.