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

Conversations over a cuppa with CMO: Craig Davis

​Leadership resilience, startups scaling up, marketing best practices, customer insights - these are just a few of the topics we manage to explore in the latest episode of Conversations over a Cuppa with CMO featuring Craig Davis.

More Videos

JP 54, D2, and D6 EN590,JET A1 AVAILABLE ON FOB DIP AND TEST IN SELLER TANKWe Can supply Aviation Kerosene,Jet fuel (JP 54-A1,5), Diesel ...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandateWe currently have Available FOB Rotterdam/Houston for JP54,D2, D6, JetA1 with good and w...

Collins Johnson

3-pronged marketing approach for property disruptor Brickx

Read more

With a response rate of 80-90%, a well optimized chatbot is a must-have for every business. Check out this link to explore how you can en...

Drishti Khurana

How NRMA’s Arlo the Koala chatbot won over customers

Read more

Hey, With a response rate of 80-90%, a well optimized chatbot is a must-have for every business. Check out this link to explore how you c...

Drishti Khurana

7 innovative brand chatbots

Read more

hey Ever wondered how a business could leverage WhatsApp to grow? Find out here - http://s.engati.com/2rf

Unnit Dedhia

Sydney Uni taps AI for new COVID chatbot

Read more

Blog Posts

Life beyond the cookie: 5 steps to mapping the future of marketing measurement

​There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.

Natalie Stanbury

Director of research, IAB Australia

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Sign in