Gabey Goh
Feb 19, 2016

Decreases in CPMs reflect rapid inventory growth in SEA: TubeMogul

SINGAPORE - Preroll inventory continues to increase rapidly across Southeast Asia while CPMs decrease, according to a new report by TubeMogul.

image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading

In its quarterly report, the advertising software company found that although desktop preroll still holds the majority of impressions placed in the region, mobile is quickly taking more and more share.

In Vietnam, the company saw the share in mobile double from 7 percent in Q3 to 14 percent in Q4 2015.

Taylor Schreiner, VP of research of TubeMogul, said advertisers are rapidly catching up with changing viewership patterns, buying more mobile inventory and seeing better completion rates.

“The numbers coming out of Vietnam and across the region show that consumers are increasingly turning to mobile to enjoy content,” he added. “Advertisers are catching up with this change in habit."

Alongside the growth in inventory, countries also saw a decline in CPM quarter over quarter. Indonesia saw a decrease in CPMs of over 25 percent, giving advertisers a great chance to potentially reach more of their audience at a lower rate.

Advertisers in Southeast Asia tend to favor 30-second ads over 15-second ads, though several countries like the Philippines and Singapore had more share of impressions in the 15-second spots this quarter.

In Australia, inventory is up from last year across all formats, with mobile inventory boasting a 400 percent increase since Q4 2014.

Preroll remains high at an average of 389 million impressions per day. Advertisers are shifting more into 30-second spots as this length gains more share, growing from 36 to 41 percent of impressions year-on-year.

In Japan, preroll inventory was up 32 percent since Q3 2015 and 302 percent since last year. Mobile inventory remained flat on a quarter-over-quarter basis and is also up over 300 percent since last year.

Preroll CPMs in Japan are down on a quarterly and yearly basis, likely driven by the strong increases in inventory.

To read the country-level reports, click here.

 

Related Articles

Just Published

1 day ago

Campaign Crash Course: What exactly is diversity?

The industry talks about diversity a lot, but do we understand the true definition of diversity, the difference between inherent and acquired? Find out, and test your knowledge with a quiz.

1 day ago

40 Under 40 2020 opens for entries

Calling all rising stars and those destined to make a big mark in APAC's marketing, media and advertising arena: Nominations are now open for our eighth-annual list of standouts who are 39 or under.

1 day ago

Agency launches internship for 55+ cohort

Thinkerbell's Thrive@55 internship seeks to offer an entry point for members of a "massively underrepresented" age group.

1 day ago

Hugh Jackman transitions from villain to hero in ...

If you think the actor is a nice guy in real life, well, you’re wrong.