SpotXchange, Inc., the trusted platform for video advertising, today announced the availability of a study by Forrester Consulting that reviews the state of programmatic online video and real time bidding (RTB) in Australia and Southeast Asia in 2014. The report highlights transparency and brand safety as the top two concerns buyers and sellers in Southeast Asia face when they used RTB in online video. The same concerns were also highlighted in Australian findings released earlier in May.
Commissioned by SpotXchange, this April 2014 study conducted by Forrester Consulting entitled “The State of Online Video Programmatic and Real-Time Bidding in Australia and Southeast Asia,” highlights the significance and need for supply side platforms (SSPs) and demand side platforms (DSPs) to work closely together. This will help improve transparency and brand safety issues in the online video programmatic and RTB industry that advertisers, publishers and partners face to ensure that video RTB usage continues to grow in Asia Pacific.
Forrester Consulting conducted 100 phone interviews with publishers, ad trading desks, DSPs, brand marketers and ad-tech professionals in Australia (50) and Southeast Asia (50) between January and March 2014.
Transparency and brand safety were the greatest concerns between buyers and sellers receiving an average rating (AR) of 7.2 and 7.4 respectively out of 10. According to Forrester Consulting, programmatic video and RTB is expected to grow at a faster speed in Southeast Asia. Twenty-six percent of online video ads representing between 21-40 percent of the Southeast Asian marketplace were traded programmatically. However, the percentage of online video impressions conducted through programmatic trading was higher in Southeast Asia with 30 percent of online video impressions conducted through programmatic trading representing 21-40 percent of the marketplace.
Matt Von der Muhll, Managing Director of SpotXchange Asia Pacific said, “Programmatic trading is catching up in Southeast Asia. However, there is a constraint in the supply of premium inventory that could impact the growth of the market that needs to be addressed through education to agencies and marketers on the true advantages real-time bidding offers from both a value and volume play.”
“Some publishers in Southeast Asia have a misconception that trading in a marketplace actually drives pricing yields down. SpotXchange has addressed this through introducing new functionality on our platform to provide more controls and data to increase the visibility on pricing and yields. We will continue to work with our partners to educate users on how they can get the most out of trading in our ecosystem.”
Forrester Consulting identified other gaps on both the demand and supply sides of the market, which could impact the growth of programmatic in this region. This includes:
DSPs who believe the price of video RTB CPMs will increase (30 out of 72) versus SSPs (12 out of 28) whom believe the price will remain the same. SSPs perceive that prices will decrease to allow higher volumes of inventory to be traded; however low CPMs are not likely to drive demand.
Von der Muhll said, “At the moment, publishers are still focused on selling volume and closing the deals quickly. This behaviour stems from trading in the days of programmatic display, where it was all about driving down the price of display inventory in an open marketplace. However, this is not the case with programmatic video as it has a higher barrier of entry for publishers, greater controls and functionality.”
“From the demand side, they are specifying more parameters around their video buys and this further diminishes the volume of inventory available and their willingness to pay a higher price for the inventory they desire.”
The value of targeting capabilities which is seen as being significantly more important by DSPs (AR: 7.9) versus SSPs (AR: 6.7).
The importance DSPs place on transparency (AR: 7.3) versus SSPs (AR: 6.4).
The quality of inventory being of higher importance to DSPs (AR: 6.7) versus SSPs (AR: 5.9).
Von der Muhll added, “The industry needs to act together to close the gaps that have been identified in this study and to go beyond pricing. We need to look at industry definitions, guidelines and best practices. We are already seeing momentum from industry bodies and players who are coming together to make these changes.”
Some of the features the SpotXchange platform offers to its users include multi-bid processing and the ability to identify all demand partners in its RTB ecosystem. It has gone further to increase the transparency in trading through the use of Deal ID, a digital insertion order that highlights the unique deal terms between a publisher and an advertiser. This has made RTB more effective with the addition of universal identifiers to specific aspects of an advertising campaign such as homepages, channels, contextual targets, demographic or behavioural targets.
A complete copy of the Forrester Consulting study is available for download at http://www.spotxchange.com/blog/2014/05/27/the-state-of-online-video-programmatic-and-real-time-bidding-in-australia-and-southeast-asia/.
SpotXchange is the trusted video advertising platform for premium publishers, connecting them with advertisers, agencies, trading desks, DSPs and ad networks to ensure they achieve maximum revenue for their inventory. SpotXchange shows premium publishers and more than 1,000 world class advertisers that there is a better way to buy and sell digital video – with trusted solutions that guarantee total transparency, brand safety and real-time control in an open market or directly executed through the SpotXchange platform. Headquartered north of Denver, SpotXchange has offices in New York, London, and Sydney and is currently ranked 6th on comScore for video ads served, reaching over 335 million unique visitors in more than 100 countries each month. For more information, please visit www.spotxchange.com and follow SpotXchange on Twitter @SpotXchange.