Indonesia posts 607% increase in video ads: TubeMogul

• South-East Asia video advertising market rises across the board
• Singapore’s pre-roll auctions grew 69% quarter-over-quarter

INDONESIA posted the fastest growth in video ads available for real-time buying in South-East Asia, notching up a 607% increase in 2014.

Overall, the fourth quarter marked a tipping point for trading volumes across South-East Asia as publishers, agency trading desks, and brand advertisers collaborated to deliver growth, said TubeMogul, an enterprise software company for digital branding.

The TubeMogul Southeast Asia State of Programmatic Video report, released last week, tracks top brand campaigns that ran through TubeMogul’s video ad buying platform in the fourth quarter of last year, ending Dec 30. The report covers Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam.

Video ads available through real-time buying in Indonesia doubled for the second consecutive quarter. Weekly available auctions jumped from 33.2 million registered video ad streams in the third quarter to 68.5 million in the fourth quarter.

“Indonesia proved to be a hotbed of activity in programmatic video last year, while Singapore and Malaysia also posted stellar growth,” said TubeMogul South-East Asia managing director Phu Truong (pic) in a statement.

“We are coming off a lower base than the US market, but South-East Asia’s adoption of automated buying is growing and the pace of skills adoption is rapid,” he added.

Malaysia registered more pre-roll auctions in the fourth quarter than the preceding nine months of 2014. Average auctions per week more than doubled quarter-over-quarter, jumping from 42.1 million in the third quarter to 87.3 million in the final quarter of the year.

The prices, or CPMs (cost per thousand), for programmatic video advertising inventory increased in nearly all of the markets tracked, including Indonesia, Malaysia, Singapore, the Philippines and Vietnam. The exception was Thailand, where pre-roll CPMs fell 31% in the fourth quarter compared to the previous three months.

Singapore’s pre-roll auctions grew 69% 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. Singapore’s 425% overall inventory growth year-over-year is the second most in South-East Asia.

“Singapore has more programmatic video ads per person than any other market in South-East Asia,” Truong said. “The island state is the regional headquarters for many of the global media executives and brand advertisers, and quite often the innovation starts here.”

TubeMogul’s programmatic video platform enables brands and agencies to buy video ad inventory in real-time across all devices, and provides ad serving, targeting, optimisation and brand measurement.

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