Video advertising is reaching its peak in Australia. The number of premium video ads being made by Australia’s top publishers is rapidly growing. Video ads has doubled on March 2014, while mobile video ad growth has tripled.
The definition of ‘premium’ might varies, still the report implies that Australia’s top publishers, such as News, Fairfax, Mi9 and Yahoo!7 are looking to sell an increasing number of premium video ads.
According to the report, premium ad availability, or the number of video ad impressions available, rose 25% quarter-over-quarter, while top 100 video inventory ads jumped 28%. It was also noted that per March 2014, brands also put more money into programmatic direct ads, with the volume of direct video inventory more than doubling year on year.
Programmatic direct ad means publishers and brands can set up private deals and use technology to automate trades. These kind of private exchanges are increasingly seen by premium publishers as an opportunity to open up inventory to programmatic channels without the loss of income in the open exchange by real time bidders.
Other important subject was that mobile and tablet use is rapidly growing alongside with the mobile video ad market. Although starting from a low base, the report suggested that programmatic mobile video ads rose 230% in the first quarter to almost 30 million available ad units. It was expected that the programmatic mobile and tablet video ad market will shoot up this year and surpass the desktop video advertising market.
However, mobile marketers should aware that the growth in mobile also means that they should increase their budget allocations into the channel with trading desks increasing their focus upon it as a result.