Decreases in CPMs reflect rapid inventory growth in SEA: TubeMogul

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.