InMobi's 2021 Report on Programmatic Video Advertising Reveals Surge in Video Spends and Engagement in Southeast Asia

Published on June 09, 2021

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8 June 2021, Singapore – InMobi, the world’s leading independent marketing cloud, released today the findings of the State of Programmatic Video Advertising in Southeast Asia 2021 Report. The report examines the exponential growth of mobile consumption over the last year and how marketers can optimize the channel to better meet their customers' needs.

As cities went into lockdown and public gatherings came to a halt, it is no surprise that people have put mobile phones at the center of their day-to-day lives. Insights from the report reveal that in 2020, video ad spends grew by 65%, accounting for over a third of all in-app programmatic spends in the region. This was driven by advertisers from the retail and FMCG (fast-moving consumer goods) industry, shopping and e-commerce, gaming and BFSI (banking, financial services and insurance).

"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 here,” said Rishi Bedi, Vice President of Southeast Asia, Japan and Korea at InMobi. “Brands are realising 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."

The report shares additional insights and recommendations for doing mobile video right by optimizing their mobile video ad formats, spending and campaigns for maximum effectiveness:

  • Clickthrough rates (CTRs) driven by in-app videos outperformed other in-app formats by 179 percent, growing three times year on year.
  • Compared to other static display ad formats such as banner and interstitial, landscape videos had a 47% higher CTR - a 6x growth year on year. Top advertisers from retail /FMCG, shopping and social media industry have invested heavily on landscape video as it is easy to convert core assets and press play on their campaigns.
  • Vertical video CTRs have 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.

The State of Programmatic Video Advertising in Southeast Asia 2021 Report analyses data from January 2020 to January 2021 available on InMobi’s programmatic advertising platforms, which reaches over 180 million unique users across the Southeast Asia region.

To read more about the State of Programmatic Video Advertising in Southeast Asia 2021 report, visit https://go.inmobi.com/2021-pmv-sea/ or reach out to mobilemarketing@inmobi.com.

About InMobi

InMobi drives real connections between brands and consumers by leveraging its technology platforms and exclusive access to mobile intelligence. Its Marketing Cloud creates new paths for brands to understand, identify, engage and acquire connected consumers. As a leading technology company, InMobi has been recognized on both the 2018 and 2019 CNBC Disruptor 50 lists and as one of Fast Company’s 2018 World’s Most Innovative Companies. For more information, visit inmobi.com.

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