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Corona trifft Programmatic Advertising – Mobile im Vorteil?

The Corona pandemic is impacting the programmatic advertising sector, with higher media usage increasing inventory while ad budgets shrink, affecting demand across players. Mobile is highlighted as a special case: Connected TV impressions rose 69% and Mobile Web impressions +34% from February to March, with Mobile Video impressions up 28% in the same period. AMP pages gained popularity due to the news cycle. Despite rising inventory, mobile advertising remains generally cheaper and more driven by performance than desktop. In-app traffic, gaming content, and home-office apps are noted as beneficiaries, while news portals with subscriptions also see growth. The industry anticipates a gradual recovery, with optimism that the restart may be as rapid as the slowdown.

Auswirkungen von Covid-19 auf die Publisher- und Adtech-Welt

The article analyzes the impact of COVID-19 on publishers and the adtech ecosystem in mid-2020. Publishers faced monetization challenges as demand declined, even though programmatic inventory rose due to increased digital consumption. News outlets enjoyed higher user demand and some new subscription revenue, but overall advertising demand remained weaker, and Covid-related content was sometimes avoided via contextual blacklisting. Sports and niche publishers suffered traffic declines, with a Bundesliga restart on May 16 beginning to reverse the trend. In the adtech stack, ad servers benefited from rising traffic, while some DSPs faced tougher conditions for certain inventories. Third-party data usage rose in Q1 but fell substantially in April. The Adex CEO Dino Bongartz notes data generation increased from ecommerce and digital media, with high-value audiences still in demand but broader targeting paused, followed by a May rebound as marketers adapted.

Advertising Effectiveness: A Complex Digital Marketing Factor

The article argues that proving campaign impact is essential yet hampered by inconsistent real-time measurement models. Despite a tech-enabled, data-driven ad market, gaps persist in translating online activity to true impact, with reliance on GRPs and fragmented, non-real-time metrics. Nielsen reports Germany’s Q1 2019 gross ad spend at €7.2 billion, down 1.2% year over year. Industry voices—including Uwe Storch of OWM and Klaus-Peter Schulz of OMG—call for a holistic approach that ties campaign setup to goals and evaluates both quantitative outcomes and qualitative context. adlicious highlights a patent-pending qTKP metric that integrates costs, impressions, formats, visibility, reach, and optimal contact classes to enable real-time optimization. The piece also advocates interdisciplinary research, including neurowissenschaften, to better understand the recipient's perception and context. The overarching message is to improve measurement and cross-channel strategy to maximize advertising impact.