Digital Advertisers Shift Sharply from Sports and Travel to News, Hobbies
https://www.campaignlive.co.ukNew PubMatic data (The data is pulled from PubMatic’s data analytics team, which monitors 13 trillion global advertiser bids every month.) shows dramatic shifts in category spending by global digital advertisers in the first two weeks of March as many of the world’s largest economies reacted to the COVID-19 threat.
Not surprisingly news providers received the greatest uptick in advertising spend, up 52% from March 1 to March 18 as online audiences try to keep themselves informed of the latest coronavirus developments. The other top gaining category is hobbies and interests (31%) as limits on daily activities free up more time for people to return to personal pastimes. This was followed by technology and computing (14%) and education (13%).
Travel ad spending has been cut by two-thirds, while digital advertising in sports has fallen 40%. Science (down 26%) and family and parenting (down 24%) were the next hardest hit categories, trailing others like fashion.
