Mobile ad spend for Q2 surpassed Q1 by 8% globally, with mobile video in high demand, according to a new report by PubMatic.
According to PubMatic’s Q2 Quarterly Mobile Index, mobile ad spend increased globally, rising 71% over Q2 2019, and was also 8% 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.
While growth was strong across all regions, APAC saw sharper increases over last quarter than the Americas and EMEA. This is likely due to the continual rise in the cost of advertising in APAC, and the earlier timing of the pandemic-related recovery in the region.
“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 Susan Wu, director of marketing research at PubMatic.
Additional insights in the report include:
- Mobile header bidding increased 20% over last year, pushing the mobile share of total header bidding to 59% in Q2. In-app advertising drove the largest increase, rising 26% over last year, outpacing mobile web which grew 18%.
- Private marketplace (PMP) ad spend grew across all platforms, with in-app growing almost five 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% of all digital video spending in the Americas.
Sourced from PubMatic