Programmatic advtg grows across formats in ANZ: TubeMogul
TubeMogul, an enterprise software firm for brand advertising, has reported an increase in programmatic advertising activity across all key ad formats in Australia and New Zealand in the third quarter, as advertisers seek to reach target audiences across multiple screens.
The data was unveiled in TubeMogul’s Australia and New Zealand quarterly research report for the three months to the end of September, which tracks programmatic video and brand advertising volumes and pricing data.
“From desktop to mobile to connected TV, the programmatic world continues to expand. We are starting to see the true emergence of a cross-screen programmatic advertising market where brands want to reach the right audience across many devices and brand disciplines; video, display and social,” said TubeMogul Australia and New Zealand, Managing Director, Sam Smith.
He added, “What excites me is that next year will be all about brands moving their advertising mix to a cross-screen trading world, and that will include strong growth in programmatic outdoor and television advertising.”
In Australia, the number of available programmatic video ads available daily for auction amounted to 404 million streams, which is almost four-fold from a year ago. The average cost for a pre-roll video ad placement was AUD 13.13, a 32 per cent increase from the same quarter in 2014.
On the mobile ad front, average available daily auction volumes amounted to 53 million streams, while CPM’s fell slightly.
The New Zealand market, while much smaller, reported an increase in pre-roll video advertising CPM’s in the quarter, while programmatic mobile CPM’s rose slightly.
“Brand advertisers want to invest in programmatic branding in Australia and New Zealand and they are becoming more certain of the benefits of applying data into a single platform, and placing their advertising content across all screens,” Mr Smith added.
The report includes data on VCPM’s (viewable CPM’s), which is based on a pricing model that accounts for the cost of media and the viewability rate of the advertising unit. TubeMogul said its research showed private market ad inventory was providing great value for digital advertisers.
“Private inventory produces the lowest VCPMs of all the video inventory ad sources. We also saw that mobile and Internet-connected TV ads present opportunities for consistent value, with strong viewability rates and highly efficient VCPMs. The obvious rise in mobile branding (specifically mobile video) has meant that advertisers are now able to scale, drive efficiencies and improve their branding efforts within one centralised platform. We continue to see improvement in mobile measurement (de-duplicated on-target audience reporting and viewability),” Mr Smith said.
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