THE IMPACT OF COVID-19 ON MOBILE ADVERTISING

Industry insights on the impact of COVID-19 on the mobile 12 App Categories Platforms:
App Store & Google Play Store
advertising industry. The data includes demand-side and
supply-side KPIs from PubNative, as well as performance 5 Store Types Sources:
indicators from Applift and tracked store visits from loca- Verve Group: Applift, PubNative, Verve
tion-based mobile marketing company Verve.
3 Month Analysis
March 15 to June 30. 2020
Geography: Global

Programmatic Ad Exchange

% Change of Impressions & eCPM: Comparing End of Q1 & End of Q2 % of Ad Spend and Ad Request Change: Comparing End of Q1 to End of Q2
March 15 - 31 to June 14 - 30 March 15 - 31 to June 14 - 30
Impression eCPM Spend Request

Books

Books
Messaging

Sports

Messaging
Education

Dating

Dating
Travel

Shopping

Health &
Health & Fitness
Fitness

Social

Education
Games

Music

Music
Finance

-100% 0% 200% 400% 600% -100% 0% 200% 400% 500%

Performance

Index of Conversions of App Categories in Top Countries

March 15 to June 30

Japan: Social Brazil: Finance US/Canada: Finance

iOS Android iOS Android iOS Android

100 100 100

75 75 75

50 50 50

25 25 25

0 0 0
03/15 03/22 04/05 04/19 05/03 05/17 05/31 06/14 06/30 03/15 03/22 04/05 04/19 05/03 05/17 05/31 06/14 06/30 03/15 03/22 04/05 04/19 05/03 05/17 05/31 06/14 06/30

Location-Based Marketing

Store Visit Index (US Data Only)

March 15 to June 30

Big Box / Warehouse Gas / Convenience store Grocery store Restaurants Travel (Plane)

1.5

1.0

0.5

0
March 15th March 30th April 15th April 30th May 15th May 30th June 15th June 30th

The visit index is normalized by the visits on January 1, 2020, which has a visit index of 1

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