Mobile advertising spend increases 71% year-over-year in the second quarter of 2020

PubMatic yesterday reported it has seen a growth of mobile advertising in the second quarter of 2020. 71% year-over-year, in the second quarter of 2020.

Pubmatic says while mobile advertising decreased in the early weeks of the Covid-19 pandemic, it recovered more quickly than desktop advertising, showing 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 Susan Wu, director of marketing research at PubMatic.

PubMatic’s yield and data analytics team analyzes over 15 trillion advertiser bids on a monthly basis to generate the PubMatic’s Q2 Quarterly Mobile Index.

Pubmatic saw increased 20% over last year of the mobile header bidding, 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 5 times over pre-pandemic levels.

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.