APAC Seasonal Holiday trends

Summary

As the 2024 holiday season approaches, advertisers in the APAC region can expect significant growth opportunities. Last year, CPMs rose by 25%, with video ads leading the charge, driving eCPM growth by 23%. Mobile-first strategies are crucial, as 83% of ad impressions came from mobile devices. Key formats, like banners and interstitials, also saw notable growth. Advertiser categories such as Occasions and Gifts, Mobile Apps, and Beauty & Personal Care led in both impressions and eCPM growth. To maximize success this season, advertisers should optimize for mobile, video, and high-performing ad sizes like 160x600 and 320x50.

Takeaways

• 😀 25% growth in CPMs across the APAC region during the 2023 holiday season highlights strong advertiser demand.
• 😀 Banner ads saw a 24% increase in impressions during the holiday season, indicating rising demand in display formats.
• 😀 Video ads experienced a 23% growth in eCPM, outpacing other formats and demonstrating video as a high-growth driver.
• 😀 App Interstitials saw a 9% increase in eCPM, showing solid performance in the mobile app space.
• 😀 83% of all ad impressions in the APAC region came from mobile devices, reinforcing the mobile-first trend.
• 😀 eCPM for ads on mobile devices grew by 20%, showcasing the importance of mobile in seasonal advertising.
• 😀 160x600 ad size had the highest eCPM growth at 45%, suggesting it's a valuable format for advertisers to target.
• 😀 320x50 is the most effective mobile ad size for viewability, critical for maximizing ad performance on mobile.
• 😀 Video publishers saw the highest eCPM growth of 57%, emphasizing the dominance of video content in ad strategies.
• 😀 Content publishers led the growth in impressions, with a 34% increase, making them key players for ad campaigns.
• 😀 The Occasions and Gifts category saw a 57% increase in impressions and a 23% increase in eCPM, making it a crucial category for advertisers in the 2023 holiday season.

Q & A

What was the overall growth in CPMs across the APAC region during the holiday season in 2023?

CPMs across the APAC region saw an overall growth of 25% during the 2023 holiday season, indicating strong demand from advertisers.

Which ad format saw the highest eCPM growth during the 2023 holiday season?

Video ads experienced the highest eCPM growth during the 2023 holiday season, with a 23% increase compared to other formats.

What was the increase in impressions for banner ads during the holiday season?

Banner ads saw a 24% increase in impressions during the holiday season, reflecting higher demand for this ad format.

How did app interstitial ads perform in terms of eCPM growth during the holiday season?

App interstitials experienced a 9% increase in eCPM during the 2023 holiday season, showing growth in the mobile app ad space.

What percentage of ad impressions in the APAC region came from mobile devices during the holiday season?

During the 2023 holiday season, 83% of all ad impressions in the APAC region came from mobile devices, emphasizing the region's mobile-first trend.

What was the increase in eCPM for mobile ads in the APAC region during the holiday season?

eCPMs for mobile ads saw a 20% increase during the holiday season, highlighting the growing value of mobile advertising.

Which ad size had the highest eCPM growth during the 2023 holiday season?

The 160x600 ad size saw the highest eCPM growth during the 2023 holiday season, with an impressive 45% increase.

Which mobile ad size had the highest viewability during the holiday season?

The 320x50 ad size had the highest mobile viewability, making it a key format for advertisers aiming for strong visibility in mobile campaigns.

Which publisher vertical saw the largest eCPM growth during the holiday season?

Video publishers saw the largest eCPM growth during the holiday season, with a 57% increase in eCPM, reflecting the increasing demand for video content.

Which five advertiser categories drove the most growth in impressions during the 2023 holiday season?

The five advertiser categories that drove the most growth in impressions during the 2023 holiday season were Occasions and Gifts, Mobile Apps, Beauty and Personal Care, Arts and Entertainment, and Family and Community.

What was the growth in impressions and eCPM for the Occasions and Gifts advertiser category?

The Occasions and Gifts category saw a 57% increase in impressions and a 23% increase in eCPM, making it the largest growth driver for ad impressions during the holiday season.

Which advertiser categories experienced the largest increase in eCPM during the 2023 holiday season?

The largest increases in eCPM were seen in the following categories: Internet and Telecom, Health Advertisers, Occasions and Gifts, Family and Community, and Business and Industrial Advertisers.

Why is a mobile-first ad strategy important for the 2024 holiday season in the APAC region?

A mobile-first ad strategy is essential due to the high percentage of impressions coming from mobile devices (83%) and the 20% increase in mobile ad eCPMs during the holiday season, signaling the dominance of mobile in the region.