Australians lead the world for programmatic video advertising growth

Latest report from TubeMogul finds Australian advertisers are rapidly embracing programmatic trading with desktop inventory leaping 101 per cent in the last quarter

Australia has chalked up the largest percentage growth in programmatic video advertising globally, according to a new report from TubeMogul.

The programmatic ad platform provider’s TubeMogul Quarterly Report found Australia recorded the highest growth in available desktop programmatic video pre-roll inventory worldwide during the second quarter of the year to 30 June, rising 101 per cent quarter-on-quarter to more than 232 million auctions.

Video ad inventory purchased directly from publishers through programmatic channels reached 79 million impressions in Australia in Q2, beating out the US market, which registered 72 million impressions.

In addition, Australia leads the world in percentage mobile growth, with an increase from 16 million to 86 million programmatic auctions between Q1 and Q2 this year. The amount of available tier-one premium video ad inventory also leapt 81 per cent compared to the previous quarter.

In a statement, TubeMogul said the substantial rise in programmatic mobile video ad trading and the growing programmatic direct model of buying video ads as indicative of brands trying to more successfully reach consumers across devices.

Programmatic advertising; Digital marketing’s saviour or real-time headache?

“These market growth numbers are impressive and Australia is now firmly placed as one of the most innovative programmatic digital video advertising markets in the world,” commented TubeMogul co-founder and CEO, Brett Wilson.

“Large corporate and consumer brands have embraced programmatic direct and mobile and we expect that growth to continue at a rapid rate.”

Related: Mondelez and TubeMogul strike programmatic advertising deal

TubeMogul’s Australian managing director, Sam Smith, said the fresh data showed agencies, brands and technology providers in Australia are working closely together and sit at the forefront of introducing new branding optimisation technology for online advertising.

“The emergence of new software such as the ability to track if your video ads are being viewed by consumers, is providing brands with more certainty about the value of data-driven video advertising,” he said.

Smith added viewability is the next big opportunity for brands as measurement technologies develop. According to the Australian edition of the report, quarterly viewability rates for overall inventory in Australia reached 38 per cent, a 5 per cent increase on Q1. This figure reflects impressions from supply-side platforms and ad exchange inventory.

Viewability rates for inventory purchased directly from publishers also increased 29 per cent to 53 per cent in the second quarter.

The TubeMogul report is based on an analysis of programmatic video inventory data in Australia between October 2013 and June 2014.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Getting your business ready for the Entrepreneurial Consumer

We all know the digital revolution has completely transformed the way consumers are interacting with brands, and that a lot of businesses are finding it hard to catch up. One way to closing this brand gap is to understand consumer behaviour and build a brand experience that meets these new needs.

Pip Stocks

CEO and founder, BrandHook

Brand management starts with management

As the world continues to grow and evolve, it’s more important than ever to build a strong brand that articulates your message clearly and consistently, stands out against the noise, and develops relevance with the people that matter. This makes managing your brand a key component to gaining cut-through and ultimately business success.

Dan Ratner

managing director, Uberbrand

Disrupting marketing as we know it

Call it digital disruption or the fourth industrial revolution, our rapidly evolving environment is affecting consumer perceptions, purchase behaviours and the way they consume information and products.

Jean-Luc Ambrosi

Author, marketer

Very interesting article which touches on the importance of a feedback loop fuelled by customer and market insights. Ideally this scenari...

Andrew Reid

Building customer insights in the data and digital age

Read more

Very very good piece- very novel and innovative and very possibly- effective - way to look at one's communication headlines!

Patrick Dsouza

Should your disclaimer become your headline? - Brand science - CMO Australia

Read more

Excellent post Rob, Mobile app users are growing day by day. Everyday lots of apps are launched in the market but not every app retains t...

Marcus Miller

Why app engagement must be personalised - Mobile strategy - CMO Australia

Read more

very informative blog. I really like the information given in this blog.http://gng.com.au/

Gajanand Choudhary

The evolving role of the CMO - The CMO view - CMO Australia

Read more

It is true That’s the new read following up Deloitte Digital's Digital disruption - Short Fuse, blowup analysis series, that appearance t...

miller645645@mail.ru

Digital disruption about to impact health, education sectors

Read more

Latest Podcast

More podcasts

Sign in