Programmatic Trading Now the Norm, Not the Exception, Says Ooyala

Well, that happened quickly. It seems like only yesterday people were trying to figure out what programmatic advertising meant, and now it's the norm. According to Ooyala's Global Video Index for Q3 2015, "programmatic trading is cementing its place as a norm, not an exception, in video advertising."

The report backs that up by noting that confidence in programmatic is rising for both buyers and sellers, and that the amount of Deal ID transactions and impressions (agreements for completing fixed-price transactions programmatically) rose by 103 percent quarter-over-quarter. Furthermore, real-time bidding grew by 235 percent quarter-over-quarter.

Ooyala looked at where online video ads are going, and found that 46 percent of impressions for both publishers and broadcasters were on mobile devices. Impressions on desktops and notebooks are on the wane, sliding from 54 percent in Q1 to 40 percent in Q3.

Publishers are especially bullish on mobile, with 32 percent of publisher ad impressions going to tablets and 24 percent to phones. Desktop and notebook ad impressions from publishers decreased by 22 percent since Q1.

While the report notes that tablet viewing isn't strong—viewers prefer phones for short-form video and connected TVs for long-form—there's one place where tablets are winning: in ad completion. Broadcaster ads enjoyed a 92 percent completion rate on tablets in Q3. That's stronger than the completion rates for phones (89 percent) and computers (82 percent).

"Top-quality content tends to get top-quality results for advertisers. Consumers often are willing to trade time watching advertisements for access to premium content," the report notes.

For more results, download the full Q3 2015 Global Video Index for free (registration required).

Troy Dreier's article first appeared on OnlineVideo.net