Smart this week revealed that is seeing an increase of eCPM in some categories, since the confinement announcement. Smart Analytics Team did an analysis in Spain, France, and Italy. The categories with eCPMs rising were family and parenting, beauty and fashion, and food and drinks.
Smart says publishers on these categories were less affected, as some brands have shifted their message but keep on investing to stay top of mind.
According to Smart, the advertisers that kept the investment were advertisers on video games and online entertainment, governments and institutions, online shopping, telcos, and consumer electronics.