PubMatic has announced that mobile advertising grew significantly in the second quarter of 2020, despite the Covid-19 economic impact.
According to PubMatic’s Q2 Quarterly Mobile Index, mobile advertising spend increased globally, rising 71 per cent over Q2 2019, and was also 8 per cent higher than Q1 2020. While mobile advertising decreased in the early weeks of the Covid-19 pandemic, it recovered more quickly than desktop advertising, showing strong growth through the end of Q2.
“We are seeing distinct consumer trends towards more mobile use, and more mobile engagement across a broader variety of apps and content formats. In light of a rapidly shifting landscape, advertisers and publishers have moved quickly to capture this momentum, while deploying strategies with an eye toward remaining nimble in the future,” said PubMatic director of marketing research Susan Wu.
Additional insights in the report include:
- Mobile header bidding increased 20 per cent over last year, pushing the mobile share of total header bidding to 59 per cent in Q2. In-app advertising drove the largest increase, rising 26 per cent over last year, outpacing mobile web which grew 18 per cent.
- Private marketplace (PMP) ad spend grew across all platforms, with in-app growing almost 5 times over pre-pandemic levels. PMPs have been popular with advertisers during the pandemic, as they offer the flexibility and value of programmatic media buying combined with more control.
- Mobile video ad spend rose across all regions over last year and last quarter, accounting for 60 per cent of all digital video spending in the Americas.
Coca-Cola’s online bottle personalisation tool will not allow customers to customise their pride bottles with the word ‘lesbian’. The issue was pointed out on Twitter, where Arthur Webber pointed out that typing the word ‘lesbian’ on the bottle is banned. Coca Cola allowing you to put every anti-trans slur on their rainbow bottles but banning […]
The coronavirus lockdowns have been enough to make anyone sick in the guts and that appeared to come true on a recent report on Britain’s new news channel GB News. GB News reporter Anna Riley had stopped a man on the street in Hull in England’s east to garner his views on the government’s attempts […]
A survey conducted by CouriersPlease (CP) has found that four in five Australians want small retailers exempt from closing shop during future lockdowns. Leading parcel delivery service CP commissioned a survey of an independent panel of just over a thousand Australians to gauge consumer sentiment on Government-mandated business closures. CP found that three in four […]
Nolan Yu and Max Learmont had been awarded Gold at Cannes Young Lions Live. Yu, senior account manager at OMD and Learmont, senior strategist at Speed, were awarded for their ‘Wake Up To A Better World’ campaign. Placing Silver was Japan, and Bronze was Portugal, while the shortlist also included Norway, Columbia and the UK. […]
Clemenger BBDO Melbourne has announced Charlotte Stevens as group business director, leading the Myer account. Stevens is returning home to Australia following a decade in London, most of which was spent at Portas Agency. During her time in London, Stevens led Sainsbury’s fashion, homeware and beauty portfolios and worked across a range of retail accounts […]
In this piece, Tim Sleath, VP of Product Management at VDX.tv, discusses household targeting’s role alongside other identity solutions and how advertisers can create an effective household strategy for their campaigns. As the advertising industry plans for the removal of third-party cookie support and moves toward adopting more privacy-centric solutions, marketers will need to identify […]