How the war in Ukraine impacted mobile app and game advertising
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The war in Ukraine has had a major impact on the mobile app and gaming industry since the conflict began in February.
As lives were lost in the thousands, advertisers naturally pulled back as they realized people had bigger problems on their minds than downloading new mobile apps and games.
This had a big impact on mobile app and game advertisers and developers, as the changes in demand hit their bottom lines in Ukraine and Russia in particular. The effective Cost Per Mille (eCPMs) took a big hit, said Valerie Alfimova, chief revenue officer at Appodeal Stack and a business growth expert. Appodeal updates its mobile eCPM report quarterly where it analyzes the eCPM of millions of ad impressions from more than 70 ad networks worldwide.
“The whole industry was affected on so many levels, as eCPMs plummeted,” Alfimova said. “By the end of March, the eCPMs on Android plummeted 75% and iOS was down 71%. That’s what happened right after the invasion. It wasn’t unexpected, given this massive geopolitical shift and the number of countries involved in it.”
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But she noted that there has been a steady recovery since that time as revenues are recovering toward pre-war levels for the region.
For the latest report, the rewarded video ad eCPM on iOS saw the U.S. lose its position in the top charts, as in the second quarter it placed third, right below Japan
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