2018东南亚移动视频广告现状（英文版）_35页-2mb

Summary of The State of Mobile Video Advertising in Southeast Asia | 2018

Core Content

This report provides an in-depth analysis of the mobile video advertising landscape in Southeast Asia, highlighting the rapid growth and performance of the sector in 2017. It explores the shift in consumer behavior from desktop to mobile, emphasizing the increasing preference for video content on mobile devices. InMobi, a global mobile advertising platform, conducted the analysis based on its network data and offers insights into how advertisers can leverage mobile video to achieve better engagement and performance.

Key Insights

1. Growth in Mobile Video Advertising

• Mobile video ad spends in Southeast Asia grew by 250% year-over-year (Y-o-Y) in 2017.
• Mobile video ad consumption increased by 230% Y-o-Y, reflecting a strong shift towards video as the preferred content format.
• Indonesia stood out as one of the fastest-growing markets, with 300% Y-o-Y growth in video ad spends and >250% more video ad views.

2. Performance Metrics

• Click-Through Rate (CTR): Video ads on SDK-integrated inventory achieved 5X higher CTRs compared to API-based inventory.
• Viewability Rate: Southeast Asia achieved a 91% viewability rate, which is twice the MOAT benchmark of 49.2%.
• Invalid Traffic Rate (IVT): Only 0.04% of traffic was invalid in Southeast Asia, significantly lower than the MOAT benchmark of 0.3%.
• Video Play Rate & Completion Rate: These metrics indicate strong user engagement with video content on mobile devices.

3. Consumer Preferences

• Retail and F&B video ads were the most popular categories, with 27% of all video ads watched by Southeast Asians being related to these sectors.
• Users prefer video ads over static display ads, especially in a mobile-first environment.
• Android dominates the Southeast Asian smartphone market, but iOS users show 5% higher CTR due to better engagement with video ads.

4. Smartphone Brands

• Samsung is the leading smartphone brand in Southeast Asia, with 31% of video ads viewed on its devices.
• Apple follows closely with 15% share.
• Chinese brands like OPPO, Huawei, and Vivo collectively hold 21% of the market, with increasing penetration into the region.

5. Programmatic Advertising

• Programmatic buying is gaining traction, with 185% Y-o-Y growth in brand spends on programmatic channels in Southeast Asia.
• Programmatic advertising provides transparency, efficiency, and control, making it a preferred choice for advertisers across all verticals.

6. Network Preference

• Wi-Fi remains the dominant network for mobile video ad consumption, accounting for 70-80% of traffic.
• However, mobile data users showed a marginally higher CTR than those on Wi-Fi.

Key Viewability Metrics in Southeast Asia

About InMobi

InMobi is a global mobile advertising platform that focuses on delivering the best return on investment (ROI) for mobile marketers. It uses deep learning-based optimization engines to create next-generation ad experiences, particularly in video advertising. InMobi has a global reach and serves 1.5 billion+ unique mobile devices, with 20,000+ advertisers, 32,000+ publisher apps, and 200 billion+ monthly ad requests.

Conclusion

The mobile video advertising market in Southeast Asia is experiencing rapid growth and strong consumer engagement, driven by the increasing use of smartphones and the preference for video content. With high viewability rates, low invalid traffic, and strong programmatic adoption, the region is becoming a key market for global advertisers. InMobi, as a leader in this space, is well-positioned to help brands and publishers leverage these trends for better ROI and effective campaign execution.