Younger Users See More Videos, but Not More Ads, in Malaysia - eMarketer
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Younger Users See More Videos, but Not More Ads, in Malaysia

While mobile digital video ads still lag behind desktop ads, their completion rates are growing fast

September 9, 2016 | Video | Advertising

Digital video viewers in Malaysia watched more videos in March 2016 the younger they were, a report from comScore Video Metrix highlights. But while the number of videos seen rapidly dropped among older users—those ages 18 to 24 watched an average of 203 videos in March 2016, and those ages 25 to 34 watched about 150 on average—video ads viewed were fairly consistent no matter the age.

Average Number of Digital Videos vs. Digital Video Ads Viewed per Digital Video Viewer in Malaysia, by Age, March 2016

While 18- to-24-year-olds saw an average of about 18 video ads per month, those ages 25 to 34 saw less than one fewer ad per month, despite seeing over 50 fewer videos. And despite digital video viewers ages 35 to 44 seeing 70 fewer videos on average than the youngest viewers, they only saw two fewer video ads.

But there is one blip: those ages 45 to 54 watched about 155 videos, the second highest total for any age group. However, they only saw about 13 ads on average.

All of this suggests that those ages 18 to 44 have eyes on the same amount of ads, no matter how many videos are being viewed—suggesting, in turn, that younger viewers are watching more videos without ads, or with a smaller ad load. For example, digital video viewers ages 18 to 24 watched about 11 videos for every ad viewed, on average. But digital video viewers ages 55 and older watched only around eight videos per ad.

Digital Video Ad Volume in Malaysia, by Device, Q1 2016

Programmatic video ad platform TubeMogul served, over the course of Q1 2016, 66 million desktop digital video ads daily; on mobile, there were an average of 12.5 million such ads daily.

TubeMogul also reported that while completion rates for digital video ads are generally declining on desktops—69% in Q1 2015 vs. 54% in Q1 2016—they’re soaring for mobile—28% in Q1 2015 vs. 51% in Q1 2016.

Test Your Cross-Platform Attribution Know-How

More than eight in 10 US senior-level agency and marketing professionals polled said they were interested in learning more about multichannel attribution in 2016.


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