Mobile to outstrip desktop in programmatic video

Mobile to outstrip desktop in programmatic video

The programmatic mobile video ad market rose by 230% in the first quarter and is set to outstrip growth in desktop video, digital branding software firm TubeMogul said.

B&T Magazine
Posted by B&T Magazine

The local programmatic mobile video ad market more than tripled in size in the first quarter, with the amount of available inventory up 230% to 29.4m available ad units.

In the last quarter of 2013 there were 8.9m mobile ad video units available programmatically, the TubeMogul Australia Quarterly Research Report found.

“We expect the programmatic mobile and tablet video ad market to skyrocket this year, and outstrip growth in the desktop video advertising market,” Stephen Hunt, TubeMogul’s Asia-Pacific managing director, said.

Hunt said advertisers are increasing their mobile and tablet video budgets and that ad agency desks are “upping their focus” on executing programmatic campaigns.

“The programmatic mobile video market will grow fast and hit significant scale this year.”

While desktop growth may be outstripped by mobile and tablet, desktop video’s premium market is accelerating.

Premium inventory availability rose by 25% quarter-over-quarter and comScore top 100 video inventory ads increased by 28%.

“This data shows that brands are eager to place their brand messages and video creative in top-tier publisher environments to reach affluent consumers, and drive lift in brand metrics such as purchase intent for their products, It also highlights the willingness of top-tier publishers to make their audiences available for programmatic trading,” Hunt said.

Brands buying video ad inventory direct from the publisher – a practice known as programmatic direct – has more than doubled. The volume of direct inventory traded programmatically hit 68 million, up from 33 million in the final quarter of 2013.

A recent SpotXChange study also found the volume of programmatically traded video ads had increased from 28% to 34%. However the study said transparency and brand safety concerns, coupled with a gap between supply side platforms and demand side platforms could stall growth. 

 

Get down to MAD Week to learn more about programmatic buying. MAD Week is the biggest media and marketing event in the southern hemisphere and it’s teaming up with ADMA’s Global Forum for a huge variety of social, networking and educational events for marketers, agencies and anyone else focused on delivering great customer experience.

Click on the picture below for more information.

Latest News

Green foliage of Cannabis sativa - drug, hemp
  • Media

It’s B&T’s Industry Drug Survey

Puff, puff, pass. We want to know what happens behind closed doors. All responses are anonymous.

by B&T Magazine

B&T Magazine
Marketers Know They Need To Change, They Just Aren’t Changing: Marketo
  • Marketing

Marketers Know They Need To Change, They Just Aren’t Changing: Marketo

Marketers recognise they need to change their approach in response to consumer demands, a new study from Marketo has found. In Australia and New Zealand (ANZ) three quarters of respondents agreed that the structure and design of their marketing organization will need to change over the next three to five years. The findings come from […]

Nine Bosses Admit They Misread Market
  • Media

Nine Bosses Admit They Misread Market

From the disappointing full-year financial results Nine posted yesterday, The Australian is this morning reporting execs at the network admit they had misread the market. Ten’s sudden upwards trend thanks to reality shows like The Bachelor and Masterchef had Nine CEO David Gyngell saying that was where they were tripped up. “We thought the market […]

UK’s The Sun Slammed For Graphic Front Cover Of Journalist Killings
  • Media

UK’s The Sun Slammed For Graphic Front Cover Of Journalist Killings

British tabloid newspaper The Sun is facing backlash over mocking up a graphic front cover of the on-camera murder of WDBJ7 journalists Alison Parker and Adam Ward. The reporter and cameraman were tragically shot during a live broadcast in Virginia, US, on Wednesday morning. The gunman later died from a self-inflicted gun wound. The graphic […]

Ambient Group Wins Auckland Transport For Nine Year Term
  • Advertising

Ambient Group Wins Auckland Transport For Nine Year Term

AUCKLAND – 27 August 2015 – Ambient Group today announces that it has been awarded the Auckland Transport (AT) outdoor advertising contract for a 9 year term including options. This strategic media partnership will see AT outdoor assets progressively consolidate under a single advertising platform to be represented by Ambient Group.

Image lead story Anthem Australia Bags Gold And Silver St Sydney Design Awards
  • Media

Anthem Australia Bags Gold And Silver St Sydney Design Awards

The Australian arm of Anthem, a global creative brand development agency, has collected a Gold and two Silver awards at this year’s Sydney Design Awards. From its’ North Sydney office, Anthem Australia achieved standout, peer recognition within the design community for clients Selleys and Zespri Kiwifruit.