Page 10 - index
P. 10
RESEARCH, ANALYSIS & TRENDS
For example, on TubeMogul, at least, Q1 2015 saw a Viewership dropped off sharply among older consum-
completion rate of just 30% for mobile digital video ads ers, however. Less than half of those ages 35 to 54
in Indonesia; by Q1 2016, that figure had soared to watched digital video, along with just 9% of those be-
77%. Conversely, desktop ad completion rates are tween 55 and 65.
steadily dropping, from 75% in Q1 2015 to 50% by Q1
2016. YouTube was by far the most common viewing plat-
form, with 96% of digital video viewers of all ages hit-
The picture in Thailand, meanwhile, is a bit less clear. ting up the site. About six in 10 watched videos on so-
Desktop video ads are yo-yoing between about 70% cial networks. Sites with pirated content came in third,
and the low 60% range, and the trend seems generally at 20% of the audience.
to be declining.
Across, all age groups, digital video viewing was a hab-
Mobile ads, rebounding from a severe plunge to just a it among those who participated in it at all. Well over
9% completion rate in Q2 2015, are hovering around half of digital video viewers said they watched daily,
40%. So while Thailand sees more desktop ads than regardless of age—daily viewership was lowest among
anywhere else in the region, it appears that, at least the oldest respondents, but still, 59% of 55-to-65-year-
with regard to mobile ads, Indonesia is on the rise. old digital video viewers watched every day. Among
younger age groups, the share viewing daily rose as
In Singapore, younger consumers are the most avid high as 81%.
digital video viewers
That does not necessarily mean, however, that digital
More than half (54%) of consumers in Singapore watch video viewers in Singapore are spending a lot of time
digital video, research found, but there are dramatic on the activity. A plurality of viewers across age groups
differences in content consumption by age. said they preferred digital videos under 5 minutes in
According to November 2015 research from Media De- length. Even among the most likely group to watch, 15-
velopment Authority of Singapore (MDA), 15- to 34-year to 34-year-olds, 57% of digital video viewers said they
-olds were the most likely group of consumers to watch liked videos 15 minutes long or shorter, including 42%
digital video—nearly nine in 10 did so. Digital video who preferred ‘snackable’ clips under 5 minutes.◊
viewership was also high among younger teens, and
even among 7- to 10-year-olds, nearly two-thirds Source: eMarketer.com
watched digital videos.
10 Asian eMarketing - July 2016: Video Marketing & Advertising: Trends, Strategies & Potentials
10
For example, on TubeMogul, at least, Q1 2015 saw a Viewership dropped off sharply among older consum-
completion rate of just 30% for mobile digital video ads ers, however. Less than half of those ages 35 to 54
in Indonesia; by Q1 2016, that figure had soared to watched digital video, along with just 9% of those be-
77%. Conversely, desktop ad completion rates are tween 55 and 65.
steadily dropping, from 75% in Q1 2015 to 50% by Q1
2016. YouTube was by far the most common viewing plat-
form, with 96% of digital video viewers of all ages hit-
The picture in Thailand, meanwhile, is a bit less clear. ting up the site. About six in 10 watched videos on so-
Desktop video ads are yo-yoing between about 70% cial networks. Sites with pirated content came in third,
and the low 60% range, and the trend seems generally at 20% of the audience.
to be declining.
Across, all age groups, digital video viewing was a hab-
Mobile ads, rebounding from a severe plunge to just a it among those who participated in it at all. Well over
9% completion rate in Q2 2015, are hovering around half of digital video viewers said they watched daily,
40%. So while Thailand sees more desktop ads than regardless of age—daily viewership was lowest among
anywhere else in the region, it appears that, at least the oldest respondents, but still, 59% of 55-to-65-year-
with regard to mobile ads, Indonesia is on the rise. old digital video viewers watched every day. Among
younger age groups, the share viewing daily rose as
In Singapore, younger consumers are the most avid high as 81%.
digital video viewers
That does not necessarily mean, however, that digital
More than half (54%) of consumers in Singapore watch video viewers in Singapore are spending a lot of time
digital video, research found, but there are dramatic on the activity. A plurality of viewers across age groups
differences in content consumption by age. said they preferred digital videos under 5 minutes in
According to November 2015 research from Media De- length. Even among the most likely group to watch, 15-
velopment Authority of Singapore (MDA), 15- to 34-year to 34-year-olds, 57% of digital video viewers said they
-olds were the most likely group of consumers to watch liked videos 15 minutes long or shorter, including 42%
digital video—nearly nine in 10 did so. Digital video who preferred ‘snackable’ clips under 5 minutes.◊
viewership was also high among younger teens, and
even among 7- to 10-year-olds, nearly two-thirds Source: eMarketer.com
watched digital videos.
10 Asian eMarketing - July 2016: Video Marketing & Advertising: Trends, Strategies & Potentials
10
