What happened in Ukraine seriously affected the eCPM indicator (effective price per thousand impressions) in mobile applications in Russia and Ukraine. This is stated in a study published by Appodeal at the end of last week.
Analysts found out that:
eCPM fell the most in rewarded advertising (Rewarded Video). In Russia, by mid-April, it had fallen in price by 74% on iOS and by 58.7% on Android. In Ukraine — by 40.5% and 42.8%, respectively;
▫️fullscreen ads (Interstitials) were also affected. In Russia, eCPM on iOS fell by about 34%, and on Android — by 47%. In Ukraine — by about 46% and 50%;
The eCPM for banner advertising fluctuated, then falling, then rising again. But if you look at the final figures, then from the end of February to the middle of April in Russia on iOS it rose by 7%, and on Android it fell by 25%. In Ukraine, eCPM on iOS has doubled, on Android it has fallen by 25%.