Page 9 - index
P. 9
RESEARCH, ANALYSIS & TRENDS
Although there seems no doubt that Japan will continue
to lead the region in VOD subscriptions, China is ex-
pected to become a major player in APAC’s VOD game
in the years to come.
India's digital advertisers shift spending to video
Digital ad spending in India is experiencing a rapid rise,
with eMarketer predicting earlier this year that the coun-
try’s online ad market would surpass more than $1 bil-
lion in investment by 2017.
Now, data from the Internet & Mobile Association of
India (IAMAI) and research firm IMRB International is
adding further insight into where exactly those digital
dollars are heading. IAMAI and IMRB’s analysis of digi-
tal ad spending by format share found that video spend-
ing grew from 12% in 2014 to 17% in 2015, an increase
of five percentage points and higher than any other for-
mat studied.
The growth in advertiser spending on video is attributa-
ble to a number of factors. IAMAI and IMRB point to the video content viewed by young adult internet users in
increasing availability of high-speed internet among Malaysia, found offline TV was the most popular medi-
consumers in India, which is contributing to more con- um, mentioned by 40% of respondents. YouTube, by
sumption of bandwidth-heavy video content. Another way of comparison, was mentioned by only 27% of re-
factor is an increase in spending on mobile video adver- spondents.
tising, which Indian advertisers are using to target the
country’s smartphone-obsessed mobile users. One reason for the continued popularity of offline TV as
compared to online video may be a persistent gap in
An even more important factor for the increase in digital device usage between Malaysia’s more sophisticated
video spending may be its performance among mobile urban centers and its less-connected rural areas.
users. A July 2015 investigation by Millward Brown into
the receptivity of mobile users in Asia Pacific to digital Thailand sees high video ad volume and Indonesia
video ads found that mobile users in India were among mobile ad completion rates skyrocketing
the most receptive of any in the region, with 34% indi-
cating they were amenable to the format. More desktop digital video ads are served in Thailand
per day on TubeMogul’s programmatic platform than
Online video consumption levels off in Malaysia any other country in Southeast Asia, according to
TubeMogul’s Q1 2016 quarterly update. Meanwhile,
Although online video consumption skyrockets in coun- Indonesia leads the region in daily mobile video ads on
tries like China, other Asia Pacific markets like Malaysia the platform (including pre-roll and in-app ads on mo-
are adopting the medium at slower pace, with TV main- bile phones and tablets).
taining an important role in consumers’ daily time spent
with media. According to eMarketer’s April 2016 estimate, there are
161.4 million mobile phone users in Indonesia, com-
According to data from ZenithOptimedia investigating pared to Thailand’s 46.7 million users, so the fact that
the online video consumption habits of viewers in Ma- there are 22.4 million daily mobile video ads on Tube-
laysia, time spent watching online video will see a slight Mogul’s ad platform in Indonesia is perhaps surprising.
decrease between 2015 and 2017. Viewers are ex- After all, with over 100 million more mobile phone users
pected to watch 46 minutes of online video in 2017, than Thailand, having only 8 million more daily ads sug-
whereas viewers watched 48.5 minutes in 2015. gests a heavier ad presence per user in Thailand.
ZenithOptimedia is not alone in suggesting viewers in But it also seems that the mobile market in Indonesia is
Malaysia, even in younger age groups, are somewhat rapidly rising.
ambivalent about online video. A separate study from
Epinion, investigating the types of digital, offline TV and
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
Although there seems no doubt that Japan will continue
to lead the region in VOD subscriptions, China is ex-
pected to become a major player in APAC’s VOD game
in the years to come.
India's digital advertisers shift spending to video
Digital ad spending in India is experiencing a rapid rise,
with eMarketer predicting earlier this year that the coun-
try’s online ad market would surpass more than $1 bil-
lion in investment by 2017.
Now, data from the Internet & Mobile Association of
India (IAMAI) and research firm IMRB International is
adding further insight into where exactly those digital
dollars are heading. IAMAI and IMRB’s analysis of digi-
tal ad spending by format share found that video spend-
ing grew from 12% in 2014 to 17% in 2015, an increase
of five percentage points and higher than any other for-
mat studied.
The growth in advertiser spending on video is attributa-
ble to a number of factors. IAMAI and IMRB point to the video content viewed by young adult internet users in
increasing availability of high-speed internet among Malaysia, found offline TV was the most popular medi-
consumers in India, which is contributing to more con- um, mentioned by 40% of respondents. YouTube, by
sumption of bandwidth-heavy video content. Another way of comparison, was mentioned by only 27% of re-
factor is an increase in spending on mobile video adver- spondents.
tising, which Indian advertisers are using to target the
country’s smartphone-obsessed mobile users. One reason for the continued popularity of offline TV as
compared to online video may be a persistent gap in
An even more important factor for the increase in digital device usage between Malaysia’s more sophisticated
video spending may be its performance among mobile urban centers and its less-connected rural areas.
users. A July 2015 investigation by Millward Brown into
the receptivity of mobile users in Asia Pacific to digital Thailand sees high video ad volume and Indonesia
video ads found that mobile users in India were among mobile ad completion rates skyrocketing
the most receptive of any in the region, with 34% indi-
cating they were amenable to the format. More desktop digital video ads are served in Thailand
per day on TubeMogul’s programmatic platform than
Online video consumption levels off in Malaysia any other country in Southeast Asia, according to
TubeMogul’s Q1 2016 quarterly update. Meanwhile,
Although online video consumption skyrockets in coun- Indonesia leads the region in daily mobile video ads on
tries like China, other Asia Pacific markets like Malaysia the platform (including pre-roll and in-app ads on mo-
are adopting the medium at slower pace, with TV main- bile phones and tablets).
taining an important role in consumers’ daily time spent
with media. According to eMarketer’s April 2016 estimate, there are
161.4 million mobile phone users in Indonesia, com-
According to data from ZenithOptimedia investigating pared to Thailand’s 46.7 million users, so the fact that
the online video consumption habits of viewers in Ma- there are 22.4 million daily mobile video ads on Tube-
laysia, time spent watching online video will see a slight Mogul’s ad platform in Indonesia is perhaps surprising.
decrease between 2015 and 2017. Viewers are ex- After all, with over 100 million more mobile phone users
pected to watch 46 minutes of online video in 2017, than Thailand, having only 8 million more daily ads sug-
whereas viewers watched 48.5 minutes in 2015. gests a heavier ad presence per user in Thailand.
ZenithOptimedia is not alone in suggesting viewers in But it also seems that the mobile market in Indonesia is
Malaysia, even in younger age groups, are somewhat rapidly rising.
ambivalent about online video. A separate study from
Epinion, investigating the types of digital, offline TV and
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
