Mobile advertising grew 71% year-over-year in the second quarter of 2020, according to a report by digital technology company PubMatic.
The Q2 Quarterly Mobile Index shows mobile advertising spend increased globally 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 the June quarter.
“We are seeing distinct consumer trends towards more mobile use, and more mobile engagement across a broader variety of apps and content formats," PubMatic director of marketing research Susan Wu says.
"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,"
The report also revealed that 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.
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