Australia's programmatic video market is growing faster than anywhere else in the world according to three of the major platforms – and direct deals are driving the growth.
TubeMogul, TVN and Videology have all released data showing big increases in quarter over quarter video ad campaigns running through their platforms.
TubeMogul's Australia State of Programmatic Video report suggests that Australia (79 million impressions) was ahead of the US (72 million) in the second quarter in terms of video ad inventory bought direct from publishers programmatically.
Videology said programmatic direct or private exchanges were behind nearly all digital video campaigns bought through its platform in the second quarter with FMCG buying the most ads. Analysing 174 million impressions through its platform in the three months from April to June, the firm said campaigns running across multiple screens more than doubled quarter on quarter. Some 99% of those ads were bought for a guaranteed cost per thousand (CPM), according to the company.
Meanwhile TVN, the reseller for LiveRail (which Facebook snapped up in July), said regional impression volume had incerased increased 286% year on year, with 20% coming from private exchanges.
Noting GroupM's recent move to a programmatic direct model, the company said it expected at least 40% of deals to be done directly by the year end.
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