2018东南亚移动视频广告现状（英文版）_33页_2mb

报告摘要

The State of Mobile Video Advertising in Southeast Asia (2018)

Introduction

Over the past few years, user consumption patterns have shifted from desktop-based content to mobile, with video emerging as the preferred format. Mobile video ad consumption has grown exponentially, especially on smartphones. In the US, the ratio of digital media time spent on desktop to mobile has flipped, with mobile now accounting for 1.5 times more than desktop. This growth has driven advancements in mobile video advertising, with advertisers seeking tailored, efficient, and transparent ad formats.

Key Insights for Southeast Asia

1. Rapid Growth in Mobile Video Ad Spend and Consumption

Southeast Asia saw 250% Y-o-Y growth in mobile video ad spends by brand advertisers in 2017.
Mobile video ad consumption in the region grew by 230% Y-o-Y, with users consuming nearly twice the volume of video ads compared to the previous year.
This growth is fueled by the increasing number of smartphone users and the shift toward mobile-first content consumption.

2. Indonesia Leads in Mobile Video Ad Spend and Consumption

Indonesia is the 3rd largest mobile video ad market globally and the 4th largest consumer market for mobile video ads, with an 8% share of video ad impressions.
It recorded 300% Y-o-Y growth in mobile video ad spends and >250% more video ad consumption compared to 2016.
Indonesians are increasingly accepting of video ads over static display ads due to the popularity of video content.

3. SDK Integration is Dominant

91% of video ad budgets in Southeast Asia are spent on SDK-integrated inventory, which delivers 5x higher CTRs than API-based inventory.
SDK-based video ads are pre-cached, leading to buffer-free experiences, higher engagement, and better completion rates.
They also reduce the risk of fraudulent reporting, ensuring more accurate campaign performance.

4. Smartphone Brand Preferences

Samsung leads in mobile video ad consumption in Southeast Asia with 31% of views.
Apple follows closely with 15%.
Chinese brands like OPPO, Huawei, and Vivo collectively hold 21% of the market share.
These brands differentiate themselves through unique positioning (e.g., "selfie" phones, high-quality devices).

5. Android Dominates the Smartphone Market

Despite Apple's yearly iPhone releases, Android remains the dominant operating system in Southeast Asia.
Most smartphones in the region run on Android, leading to higher mobile video ad consumption.
However, iOS users show 5% higher CTRs, indicating a greater propensity to engage with video ads.

6. Retail and F&B Ads Are Popular

27% of all video ads watched by Southeast Asians are related to Retail and F&B.
These categories are preferred due to their effectiveness in driving user engagement and conversions.
Advertisers in these sectors are leveraging video to guide consumers through the purchase cycle.

7. High Viewability and Low Invalid Traffic

Southeast Asia achieves a 91% video viewability rate, which is twice the MOAT benchmark of 49.2%.
The Invalid Traffic (IVT) rate is only 0.04%, well below the MOAT benchmark of 0.3%, indicating a highly efficient and clean ad environment.

8. Programmatic Buying Gains Momentum

Brand advertisers in Southeast Asia have seen 180% Y-o-Y growth in programmatic ad spends.
Programmatic now accounts for 20% of total video ad spend, offering greater transparency, efficiency, and control.
Advertisers across all verticals are adopting programmatic as part of their advertising strategy.

The Growing Video Economy in Southeast Asia

Mobile video ad spends are growing at a much faster rate than other regions.
Indonesia leads in both spend growth (311%) and ad consumption growth (~3x), making it a key market for advertisers.
The region's Wi-Fi-heavy mobile traffic (70-80%) results in 55% of video ads being viewed over Wi-Fi.
However, CTR is slightly higher on mobile data connections, suggesting users are more engaged when on slower networks.

Summary of Key Performance Metrics

Click-Through Rate (CTR): Higher on SDK-based inventory.
Conversion per Mile: Reflects the effectiveness of video in driving app installs.
Video Play Rate: Indicates how often video ads are played.
Video Completion Rate: Measures user engagement with the full ad.
Invalid Traffic Rate (IVT): Shows the percentage of non-human traffic.
Viewability Rate: Measures how often an ad is visible to users.

InMobi's Role in the Mobile Video Advertising Ecosystem

InMobi is a global mobile advertising platform that specializes in delivering high ROI for marketers.
It uses deep learning-based optimization engines to enhance ad performance.
The platform supports programmatic buying, SDK integration, and brand safety.
InMobi reaches over 1.5 billion unique mobile devices and is recognized for its innovation and scale.

About InMobi

InMobi has been a leader in mobile advertising for over 9 years, offering solutions across global coverage, demand pools, publisher growth, and ecosystem partnerships.
It provides a comprehensive suite of tools for user acquisition, monetization, and audience extension.
With 20,000+ global advertisers and 32,000+ publisher apps, InMobi continues to shape the future of mobile video advertising.