One of the effects that the coronavirus crisis had on the strategy of brands and companies was the stoppage of advertising investment. Many companies decided either to freeze their advertising investments or to suspend them directly, not leaving them for the return to normality. Ad spend figures fell and the online media began to give out warnings that the situation was becoming very difficult for them. At a time when traffic is hitting all-time highs, advertising is far from there.But are you really seeing drops in investment across all channels and in all advertising formats? Or are some of them maintaining a certain normality despite everything and despite the complex context? After all, consumers are spending much more time than ever not only reading the news, but also playing in apps or watching content on demand.The data from the studies already invites us to outline much better how we think the crisis has impacted and how it has done so in each of the online advertising scenarios. And, although the fall in advertising investment is a fact, not all advertising formats have been affected in the same way. Mobile advertising has not suffered in the same way as desktop advertising, as a global study by PubMatic has just shown .
The study has analyzed the flows of mobile advertising during the first quarter of 2020 and has Moldova Email List concluded that, despite everything, the volume of ads that have been moved has remained more or less stable. That is, although in desktop advertising there has been a sharp drop, in mobile devices the situation has not been so dramatic. It has remained more or less flat between before and after the impact of the crisis.In-app growthIn addition, in some scenarios, the situation was very different: the viewing of in-app ads rose above what was achieved in the last Christmas campaign.The data is different in the open market (where pre-impact to post-impact of the coronavirus purchases fell by 15%) than in the programmatic marketplaces.
In the latter, the volume grew overwhelmingly, with a rise of 65%. In fact, taking the PMP data (from private programmatic marketplaces), the in-app grew well above what happened with the rest of the environments. It grew much more than desktop, which experienced a 20% drop, but also more than the mobile web, which rose 28%.This growth was also generalized in all markets. In America it was 99% and in APAC it was 167%. In EMEA, the market in which Europe is integrated, the increase was 96%.What happens to the videoThe in-app advertising market is not the only one that has experienced an outstanding situation these weeks. It has also happened with video ads, which have closed a complex quarter.
Although advertisers have cut more video from the outset than other advertising formats because it is the most expensive, as they recall in Warc, the final data is not as bad as it might seem. The key is that before the crisis it had grown so much that the final calculation of what has happened in the first quarter of the year has not been so bad.The crisis accelerates change And, finally and in conclusion, it could be said that the crisis has served to accelerate a change that was already underway. If before the coronavirus crisis the emerging trend was the migration of advertising investment from desktop to mobile, now that situation is much clearer. At the beginning of March, mobile was taking 48% of global ad spend on online impressions. Now it is already at 50.9%.