During Q4, all the love goes to e-commerce stores. However, since the Black Friday-Cyber Monday (BFCM) wave will be so big, every advertiser gets impacted by the rush.
Hence, whatever industry you’re in, you should be aware of and prepare for the final months of the year.
If you’re a mobile app advertiser, this Consumer Acquisition post shares some pieces of advice for you:
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Slow down during Q4, go hard during Q5
The Consumer Acquisition team constantly sees a 30-40% increase in CPMs between Black Friday and Christmas.
But there’s a decline the day after Christmas: e-commerce and retailers pull back their spending.
And after gifts are exchanged, people turn on new phones and load mobile games and apps.
Which apps will have more appeal?
Gaming, entertainment streaming apps, meditation, and fitness apps.
What should you do?
Lower the budget from Black Friday to Christmas, then raise it during the period that goes from December 26th to mid-January. The Consumer Acquisition team dubbed it the “Q5”.
Bulk up on creative production and testing, so you have performing assets ready to take advantage of the CPMs decline.
Wondering why the CPM decline didn’t happen the past year?
Well, because all advertisers wanted to get ahead of the IDFA that was about to be released with iOS14.
Accordingly, almost nobody pulled back their spending to squeeze the lemon while they could.
Travel hasn’t recovered yet
While the travel industry is recovering, it hasn’t gone back to pre-Covid times.
So millions of Americans will avoid holidays and stay at home.
And the ones who travel will opt for local destinations.
This is another great chance to target people staying at home or staying in the country.
To cut it short, mobile app advertisers should prepare for the period from December 26th to mid-January as e-commerce advertisers prepare for Black Friday.
