Australia's top publishers pile into premium programmatic video - and go direct

By Brendan Coyne | 12 May 2014

The amount of premium video ad inventory being made available programmatically by Australia's top tier publishers is rapidly growing. Meanwhile brands trading direct with publishers for video ads has doubled in the first three months of 2014 while mobile video ad growth has tripled.

That's according to data released by video platform TubeMogul via a quarterly research report.

The definition of 'premium' varies, but the findings of the report suggests Australia's top tier publishers, such as News, Fairfax, Mi9 and Yahoo!7 are looking to sell an increasing amount of video ad inventory programmatically.

According to the report, premium inventory availability, or the number of video ad impressions available, rose 25% quarter-over-quarter, while comScore top 100 video inventory ads jumped 28%.

In the first three months of 2014, brands also put more money into programmatic direct, with the volume of direct video inventory more than doubling year on year.

Programmatic direct means publishers and brands can set up private deals and use technology to automate trades. These private exchanges are increasingly seen by premium publishers as an opportunity to open up inventory to programmatic channels without yields being eroded in the open exchange by real time bidders.

The reports' other key finding was that mobile and tablet use is rapidly growing the mobile video ad market. Although starting from a low base, TubeMogul's data suggested that programmatic mobile video inventory rose 230% in the first quarter to almost 30 million available ad units.

"We expect the programmatic mobile and tablet video ad market to skyrocket this year and outstrip growth in the desktop video advertising market," said TubeMogul Apac boss Stephen Hunt.

The company, which is entering a quiet period as it prepares to float, said the growth in mobile meant marketers were increasing budget allocations into the channel with trading desks increasing their focus upon it as a result.

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