2018印度移动程序化视频广告洞察（英文版）.pdf

INDIA MOBILE PROGRAMMATIC VIDEO INSIGHTS 2018 TABLE OF CONTENTS 1 INTRODUCTION 2 APPROACH AND METHODOLOGY 3 METRICS THAT MATTER 4 PROGRAMMATIC BUYING FOR MOBILE VIDEO IN INDIA 5 MOBILE VIDEO ADVERTISING IN INDIA 6 ABOUT US 2 INTRODUCTION Over the past few years, user consumption patterns have undergone significant transformation. People have moved away from desktops and have embraced the ease and convenience of mobile devices. With over 81% penetration of TV, Indians have always harbored a deep love for all things video long before the advent of smartphones. Coupled with competitively priced data plans, higher speeds and bandwidths along with the explosion in streaming content platforms, Indians cannot get enough of their regional and English TV shows and movies. From teenagers, to Millennials, their parents and grandparents, India is hooked to video in all its forms. This explosion of mobile video consumption has fueled major advancements in mobile video advertising. Today’s advertisers demand increased metrics to ensure unprecedented levels of transparency and efficiency in their campaigns. By embracing video that is custom-tailored for the mobile device and also the behavior of a mobile user, advertisers are now able to achieve superior performance that only video can deliver. As advertisers try to scale quickly and efficiently, they are soon realizing the potential of programmatic buying of video inventory to ease the pain that accompanies such growth. Video and Programmatic together are a match made in advertiser heaven! 3 APPROACH AND METHODOLOGY This repo