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

Well, the conversion can be increased by just using marketing, but in general if you are considering an example with Magento, then it is ...

Bob

How Remedy is using digital marketing and commerce to drive conversion

Read more

yo nice article

Bob

6 Ways to ramp up Social Media to Your Web Design

Read more

Thanks for sharing with us. I just loved your way of presentation. I enjoyed reading this .Thanks for sharing and keep writing. It is goo...

Nisha

Cancer Council: Finding the physical-virtual engagement balance post-COVID

Read more

yes AI should be a course so many People Use AI https://g-techsolutions.com...

M Abdullah Khan

Is AI on course to take over human creativity? - Modern creative - CMO Australia

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the top retail technology.

Pooja Gupta

Donut King takes in-store marketing to the next digital level

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in