This deep dive into the global programmatic video market includes the latest on new deal types like programmatic direct, the best ways to reach mobile and cross-screen viewers, the keys to brand-safety and avoiding ad fraud, and the state of video viewability on YouTube and across the web in APAC.
Brands want to be where the people are. And today, people are watching video on everything from the five inch screen in their pockets to the big screen in their living rooms. Advances in programmatic technology have made it easier than ever for brands to connect with the people across devices as they watch premium video and TV content.
Programmatic video impressions are growing as broadcasters and premium publications make more high-quality inventory available. And brands are taking notice. Eighty-five of the Ad Age Top 100 advertisers bought programmatic video on DoubleClick Bid Manager in 2015—and they bought over 590% more programmatic video impressions in 2015 than they did the year before.1
The full report below details how advertisers, agencies, broadcasters, and media companies are currently using programmatic video. We also break down video spam rates by exchanges and video viewability by country. In India, average YouTube viewability grew to 91% in 20162, up from 90% in 2015, while in Malaysia average YouTube viewability grew to 91% in 20162, up from 90% in 2015. In Taiwan, average YouTube viewability grew significantly from 84% in 2015 to 92% in 2016. See how that compares to video ads across the rest of the web and other countries by downloading the PDF below.
- Google and DoubleClick advertising platforms data, Q4 2015 over Q4 2014.
- Google and DoubleClick advertising platforms data, April 2016.