Entertainment and shopping brand mobile ad impressions rise despite pandemic woes

Anne Freier | March 26, 2020

App Marketing

As coronavirus is sweeping nations globally, some in the advertising are beginning to suffer.

According to MediaRadar data, travel brands already reduced their ad spending by 50% during March. But it’s not all doom and gloom.

According to data prepared by analytics firm BrandTotal, the volume of ad impressions on social media has shot up for cleaning brands like Dial, for example. And it appears to be worth it, because Dial noted a 25% rise in ad impressions on Facebook whilst impressions on Instagram rose 30%.

Meanwhile, Amazon Prime Video noted increases of 35% in ad impressions on YouTube and 15% on Twitter. The company is currently promoting sci-fi comedy “Upload”.

Other entertainment brands like HBO Now also boosted ad spending in early March as more people tune into streaming platforms due to lockdowns.

HBO Now says it noted a rise in ad impressions on YouTube of 40%, and 20% on Twitter.

Short-form video platform Quibi which hasn’t even launched yet (April 6th), has also ramped up its social media budgets with impressions up 25% on Twitter and 10% on Facebook, Instagram and YouTube.

Instacart, a grocery delivery app, noted a 124% rise in app downloads. Much like UberEats which saw ad impressions shoot up 40% on YouTube, Instacart will hire more employees over the coming months.

Interestingly, Southwest Airlines went against the trend of cutting spending among travel brands and upped its expenditure. The company saw a 40% boost in ad impressions on YouTube.

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