News top spender on programmatic video ads in India for Q1 2020: InMobi report

According to the platform's latest report on programmatic video advertising, India has seen a 7% increase in video ad spends since Q1 2019

e4m by exchange4media Staff
Published: Jun 3, 2020 1:35 PM  | 2 min read

InMobi, the global provider of enterprise platforms for marketers, is out with its newest report on programmatic video advertising in Asia Pacific for Q12020. The analysis found out that news, shopping, business, entertainment and finance are the top advertisers on video ad spends in India for Q12020.

Programmatic Video is still picking up in India. News is the biggest spender of the programmatic video in India in Q1 2020. Shopping category spends on the platform has increased 28%, while music and audio, health and fitness, and Education grew by 500%.  There has been a 7% increase in video ad spends in Q1 2020.

Mobile video ads deliver the highest engagement in India, with vertical videos clocking a Click Through Rate of more than 490%. Vertical videos also registered a 150% increase in video completion rate, compared to horizontal ones.

For most advertisers in India, the landscape is the most preferred mode, accounting for 72% of the spends. Entertainment and Finance category of advertisers spend almost equally on Horizontal and Vertical videos.

Vertical videos are found to be superior to other formats with 4.5X higher engagement, while the spend on them is lower.

The impact driven is higher – 7.6 times the engagement when compared to banners and 2.3 times the engagement when compared to landscape videos.

“Engagement on vertical videos has increased 51% over the last year, as more and more advertisers invest in building truly mobile-first video assets thereby delivering a better video viewing experience. Vertical video has seen a 3.6X higher growth in comparison to video overall in the last one year,” says the report.

The report has been compiled on the basis of detailed analysis of data from the InMobi advertising platform. It covers India, Southeast Asia and Australia-New Zealand regions.

The analysis explores data from April 2019 to March 2020, highlighting changes in advertiser spends and the performance of video as a format.

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