2nd confinement: reduction of CPM as a great opportunity for app install
As Europe is slowly going through reconfining process, what impact for the CPMs ? should we expect, will it be the same trends as during the first confinement?
To answer this question, we have analyzed the indicators of our campaigns in 6 European countries and got significant insights from them.
Declining CPMs as Black Friday approaches
This graph shows the CPMs in the main European countries (Belgium, Germany, Spain, France, UK, Italy).
The conclusions are clear:
As Black Friday (27 November) approaches, the curve should move upwards in all the countries observed. It is usually a very competitive period with high CPMs indeed. Retailers are heavily investing in advertising because it is a key period for them and we are expecting a potential catch up in sales due to Covid on S1 (maybe to say due to the first wave of confinement back in March). However, a significant drop in CPM was observed between October 27th and November 2nd. It should be noted that the measures were reinforced in these countries between 26 and 31 October.
- France: -13%,
- Belgium: -26%.
- Germany: -14%.
- Spain: -30%.
- United Kingdom: -31%.
- Italy: -33%.
A stable Frequency
Contrary to the previous confinement, the frequency (the number of times the ad is displayed to 1 user) remains relatively stable. No significant drop, compared to March, which suggests :
- There has been no massive stop of campaigns (maybe just the apps are directly impacted by the confinement) so no increase in the audience available.
- The apps that were positively impacted did not wait to seize this opportunity as they did in March, when advertisers took the time to understand the stakes and the weight of this crisis. As a result, the shortfall in available advertising spaces was quickly recovered.
There is therefore a real opportunity for your acquisition campaigns. By proposing adapted creatives that will maximize click through rates, you should see a decrease in your CPI compared to the decrease in CPM.
To be taken into account before the prices go up during the Holiday season and Black Friday!Do not hesitate to contact us to help you seize these opportunities and scale your mobile business.
*Données Addict Mobile Data taken from Addict Mobile
Article en relation
Cityscoot is the number one service for self service electric scooters. Launched in 2016 in Paris, the brand has rapidly expanded to Nice, Milan, and Barcelona, offering more than 7000 scooters to all those who wish for an effective urban transport, face in the wind. Addict Mobile supports Cityscoot in its European growth by managing user acquisition campaigns for its application with a cost per first ride objective. Activated sources: Facebook, Google and Snapchat. City Targeting, a challenge for mobile app acquisition Broadcasting acquisition campaigns on a city scale implies several constraints: – The more restricted the targeting, the higher the acquisition costs. – The visuals must be adapted to the usage and routes of each city in order to maintain good transformation rates and thus reach performance objectives. How to keep acquisition costs low with specific targeting? By adapting the OS and sources to each city: depending on the results of the campaigns, Addict Mobile’s teams increase investments in the sources or OS that deliver the best performance. By varying the optimizations according to the sources: on Facebook and Google, campaigns that are optimized […]Publié le 7 April 2021
The latest major changes in the mobile app ecosystem (privacy, Apple’s ATT Framework, maturity of advertisers.) are forcing players in the mobile ecosystem to offer the most complete service possible to cover the entire mobile marketing chain. Owning your first party data and therefore having your own data to monetize your audience and offer effective advertising campaigns is one of the major challenges of 2021’s ecosystem. Everyone wants to put their SDK in the apps to know their users and maximize the revenues of their campaigns. Lately, there have been a lot of acquisitions of AdNetworks, tracking tools, analytics tools and monetization structures. The ecosystem is consolidating, the companies are getting stronger. Brief overview Vungle mobile app install company acquires GameRefinery, a leading cloud-based mobile game analytics platform with deep contextual data sets and image-recognition technology that helps developers market, design, and monetize their mobile games. “GameRefinery’s deep contextual data will offer new ways for advertisers to find relevant audiences, using non-personal data such as player motivations, moods and styles and audience personas, for campaign targeting with no device level ID required.” “With upcoming changes on iOS 14 and the removal of the IDFA, advertisers are looking […]Publié le 1 April 2021
In our first article we explained the importance of the soft launch for launching mobile games: identifying objectives and KPIs to track, determining a budget and time-line and, finally, developing ASO strategies to maximize conversion rates for your game. This second article focuses on which countries to choose for your soft launch, depending on your objectives and the insight you want to obtain. Avoid audience burnout The choice of country for soft launching your app is crucial. In fact, we recommend that you avoid testing in the country in which you intend to officially market your game. This would be far from ideal. So you want to avoid launching the game in countries with the most qualified audiences. If you attract a large number of qualified users to a game that they don’t like, which doesn’t motivate them or generate enough revenue, these players will be “unprofitable.” They simply won’t come back. Therefore, it’s best to delay releasing the game to this kind of audience until you have an advanced version. This means avoiding the best geographical locations (= those generating the most revenue) which are best left untapped for the hard launch. Furthermore, these locations, featuring […]Publié le 29 März 2021