What is the famous Q5 and why is it an opportunity to seize in App install?

Publié le 26 November 2020 | Catégorisé dans
addict mobile blog default blog 05

During the year, there is a period known to be the “sweet spot” of the acquisition called Q5. The lowest CPM rates ever, less competition and therefore an undeniable opportunity to increase the ROI of your mobile acquisition campaigns.

It starts on Christmas Day and lasts the first half of January (sometimes more in some countries). It is present in all sources and countries. Like for instance here on Facebook:

 
CPM
Q5 in 2019
 

This is the result of a collapse in the media space cost due to the withdrawal of advertisers’ campaigns after heavy investments during the holiday season.

A few 2019 figures:

  • the CPM decreases by 17% between 24th and 25th December.
  • a second decrease of 43% occurs between 25th and 1st of January.

In addition, during this period many new devices are being sold generating additional advertising space. When most people are on vacation they also spend more time online. These are the reasons why we convince our customers to maintain their investments and take profit from this period with the low advertising costs and higher visibility.

 

This trend is confirmed in 2020, since Christmas, the drop in CPM has been very significant (-60% between December 19 and January 1). Since January 1st, the lowest level of CPMs has been reached since August 1, 2019 (-32% between August 1, 2019 and January 1, 2020). As for the CPI, it decreases by 24% between August 1, 2019 and January 1, 2020. 

A CPM remaining 20% lower compared to the confinement period

In 2019, the CPM of Q5 was 20% lower compared to the confinement in early 2020 (and on average 26% lower than the CPM in overall 2019).

Q5 CPM sweet spot vs lockdown

 
This year in 2020, CPM and CPI are lower than last year at the same time and this is true over the entire period of Q5 (end of décembre to mid-January). We identify the same trends as during the first confinement (March April 2020).
 

If your campaigns are effective, you can expect CPIs and CPAs to decrease accordingly. It is therefore important to ensure that you maintain a good conversion rate as well as a high click-through rate for more profitability.

So as the year is ending, take the opportunity and maximize your profits.

For more information, please contact us

 

ACTUALITÉS

Article en relation

addict mobile blog default blog 05

Cityscoot rolls out its app across Europe and is conquering new users with Addict Mobile

  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 mobile app ecosystem is consolidating!

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
addict mobile blog default blog 05

Soft launch: our tips to succeed this essential step in launching a mobile game (part 2)

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

Nos bureaux