Transtasman mobile rising fast

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Mobile leads the way in Australasian market growth in Q4 2015, according to the latest quarterly report from TubeMogul, a leading Sydney-based US-owned enterprise software company for digital branding.

In Q4, total impressions were up from seven to 12 % of all online video spots from Q4 2014.

Other highlights from the report include:

  • Inventory up from last year across all formats, with mobile inventory boasting a 400% increase in inventory since Q4 2014
  • Pre-roll remains high at an average of 389m impressions per day
  • Advertisers are shifting more into 30-second spots as this length gains more share growing from 36 to 41% of impressions year-on-year

New Zealand saw a slight quarter-over-quarter uptick in pre-roll inventory in Q4 2015. The region saw strong year-over-year increases in both desktop and mobile inventory, rising 90% and 312% respectively.

CPMs in New Zealand fell in desktop, likely due to the increased supply of inventory.

“The decreases provide advertisers with an ideal opportunity to reach their audiences cost efficiently,” says London-based global comms manager Ryan Levitt.

In terms of ad completion rates, the region has remained steady in desktop, down just 2% since last quarter. Mobile completion rates increased by 24%, which is important as more viewers turn to their phones and tablets.

“Advertisers are rapidly catching up with changing viewership patterns, buying more mobile inventory and seeing better completion rates – from 51% to 68% completion rates over the past year alone,” said TubeMogul’s San Francisco-based research chief Taylor Schreiner.

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