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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in