Strong viewability but not on open exchanges says TubeMogul
Recent research from TubeMogul indicates that video ads in Canada have a higher likelihood of being seen than in any other world market. That’s only if they’re bought straight from publishers, rather than through open exchanges or networks. According to TubeMogul’s quarterly update, Canadian programmatic direct video viewability was 10 per cent above the global average in Q1 2014. At 65 per cent, it beat out the USA at 55 per cent.
Viewability is the industry’s term for whether or not an ad had an opportunity to be seen by a real consumer.
Other key findings were that: -
- Mobile inventory in the USA exploded during the first quarter of 2014 – increasing over 340 per cent from 192 million average auctions in Q4 to over 860 million average auctions in Q1
- Average CPMs decreased over 18 per cent, dropping from $12.50 in Q4 to $10.15 in Q1 (as expected when supply grows).
TubeMogul expects ad prices will stabilise as buyers become more selective about where ads appear and develop standards around ‘premium mobile’ advertising.
TubeMogul’s data came from several million mobile and desktop video ad views delivered across campaigns run on the TubeMogul platform in Q1 2014.