The coronavirus has left the entire advertising industry “shivering” as a whole, but it has not affected all the sectors that come together in this market equally 萨尔瓦多电话号码表. Mobile advertising has so far proved much more resistant to falling investment than advertising on desktop devices, according to a recent PubMatic study.
On mobile, advertising spending fell 15% during the first quarter of the year (compared to desktop advertising, which fell 25% during the same period).
Spurred on by the pandemic, mobile is eating an increasingly succulent part of the advertising pie. The share of mobile advertising in advertising spending on a global scale rose to 51% at the end of the first quarter of the year (already in the midst of the pandemic). At the beginning of March their share was slightly lower, 48%.
On the other hand, in recent months advertisers have chosen to pour their budgets into private marketplaces (PMPs), moving away from open markets.
In-app advertising managed through PMPs jumped 65% during the COVID-19 crisis. In contrast, destktop PMP advertising fell 20% and the volume of in-app advertising in open markets also fell 15% .
During the first five weeks of closure, in-app PMP advertising spending doubled in practically all markets: America (+ 99%), EMEA (+ 96%) and Asia Pacific (+ 167%).
Since it is one of the most expensive advertising modalities, mobile video was the first formula to suffer “snips” by advertisers in the run-up to the pandemic. Advertising investment in mobile video decreased by 27%, while in display the fall was 12%.
Even so, mobile video spending was growing so rapidly before the coronavirus made an appearance that this advertising modality contracted more than video advertising on desktop devices during the first quarter of the year as a whole. .
In fact, between January and March 2020, the share swallowed up by mobile in the video advertising market remained constant at 49%, with notable differences, of course, between regions: America (44%), EMEA (67% ) and Asia Pacific (67%) 社交帖子.