Singapore – As cities went into lockdown and public gatherings grounded to a halt, mobile device usage has been the daily centerpiece of people’s lifestyle last year, evident with the latest statistics from independent marketing cloud company InMobi that video streaming in the Southeast Asian region has clocked in around 657 billion minutes of views during the second quarter last year.
In its latest report on programmatic video advertising, InMobi reveals that 93.5 million of those views originate from Indonesia, signifying a 57% increase in video streaming in the country, and a 65% growth in mobile video ad spend.
The report also notes that the industries of retail andfast moving consumer goods (FMCG), shopping, e-commerce, gaming, banking and other financial services dominate the mobile video advertising scene in SEA, thanks to fueled growth by advertisers in this sector. Said industries are also benefiting high video ad engagement.
On a general note, the report also found that that 36% of all in-app programmatic spends is accounted for by video, and that 179% of higher click-through rate (CTR) are driven by video compared to other formats.
In terms of video advertising format, the report states that there has been a 47% higher CTR driven by landscape video compared to other formats. Yet this still doesn’t fare well to the vertical format, which has seen an impressive growth of 196% year on year, which is 2x higher CTR driven on vertical video compared to other formats. Vertical videos are the preferred format for marketers from the shopping, social, and gaming industry.
According to Rishi Bedi, vice president of Southeast Asia, Japan, and Korea at InMobi, mobile devices are now able to deliver a near-seamless video experience to users, which is especially significant in Southeast Asia due to the size of the market in the region.
“Brands are realizing the inherent potential of video marketing in creating real connections with their customers. From screen orientation and precision targeting to the best time of day and placement, adopting the right programmatic video ad strategy will be crucial for companies to stand out in the eyes of the mobile-first consumer,” Bedi stated.