Mobile in-app video ad spend was up 110% across the Asia Pacific region in the fourth quarter of 2019.
According to PubMatic's Quarterly Mobile Index (QMI) report, in-app spending has expanded across all regions globally.
With faster network speeds and a push towards more interactive media, the report says mobile video is expected to account for 79% of mobile data traffic by 2022.
Overall mobile platform spending rose 47% over the last quarter, driven by in-app ads which spiked 62%.
During the same period last year, in-app ads rose 58%.
The report also found that long-form content accounts for the majority of time people spend on mobile.
83% of time spent watching mobile digital videos is now on programming that are at least 21 minutes long and is typically comprised of episodic and cinematic media content.
Another key trend found in the report was the rise in mobile header bidding ad spend.
Overall header bidding ad spending rose 51% over the last quarter, showing slower growth than last year and signifying market maturity.
The majority of this growth came from mobile devices, propelling the mobile share of header bidding to 55% compared to 49% from the previous quarter.
Mobile in-app header bidding spending doubled over the last quarter, with strong performance across Android and iOS platforms.
It maintained slightly more tempered Q4 growth trends relative to last year.
Mobile video header bidding ad spending grew 2.4 times over last quarter, far outpacing display growth.
More than half of global publishers were reported expanding or planning to implement video header bidding solutions on mobile.
The report analyses more than 13 trillion global advertiser bids flowing each month through to PubMatic's platform.
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