Staff Reporters
Feb 19, 2020

In-app video spend more than doubles in APAC: Pubmatic

Ad spend on in-app video is shooting up, but despite the growth of short-form video apps, long-form viewing on mobile is dominant.

In-app video spend more than doubles in APAC: Pubmatic

In-app video advertising is on a meteoric rise. Ad spend on the format more than doubled (110%) in APAC in Q4 2019 versus the previous quarter, according to Pubmatic's Quarterly Mobile Index report.

The biggest rise occured in the Americas, where spend on the ad format grew by 156% between Q3 to Q4 2019. Growth was lowest in EMEA, with spend up 50% quarter-to-quarter.


This comes as mobile video is expected to account for 79% of mobile data traffic by 2022, helped by faster network speeds with the advent of 5G, according to a Cisco white paper.

Interestingly, time spent on mobile video is increasingly occupied by long-form video: 83% of time spent watching mobile digital videos is now on programming that is at least 21 minutes long.


As in-app spend grows, so is the technology supporting it. The adoption of first-price auctions and SDK integrations in-app is allowing growth in header bidding transactions. Mobile in-app header bidding spending doubled over last quarter, with strong performance across Android and iOS platforms.


The report is based on PubMatic analysis of 13 trillion advertiser bids that occur on its platform on a monthly basis. The Q4 2019 QMI incorporates impressions, revenue and eCPM data from these reports to provide analysis of key trends within the mobile advertising industry.

This article is filed under...
Top of the Charts: Highlights of recent and relevant research

 

Related Articles

Just Published

3 hours ago

Domestic violence is just a wall away in No More ...

Campaign marks International Day for the Elimination of Violence Against Women.

3 hours ago

Soaring China Demand Boosted Tiffany’s Third ...

Back in June, the firm announced that Jackson Yee, the popular artiste, would be a brand ambassador for the Tiffany T collection.

7 hours ago

Making sense of AKQA-Grey merger: 'absolutely ...

WPP says past mergers of creative and digital agencies mean this new combination should work but there are hurdles.