2nd confinement: reduction of CPM as a great opportunity for app install

Published on 5 November 2020 | Categorized in

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

         

NEWS

Article in relation

senior ua manager and aso team leader at addict mobile

Interview with Chloé Morant, Senior UA Manager and…

Meet Chloé, Senior UA Manager and ASO Team Leader at Addict Mobile. She joined in 2021 as a UA Manager and is now...

Published on 11 June 2024
cover tips for UA creatives that convert

Our 4 Tips for UA Creatives That Convert 

We cannot emphasize enough: creativity is crucial for the success of user acquisition campaigns. It’s an essential element that can greatly impact performance...

Published on 20 May 2024
Chief Marketing Officer at Addict Mobile

Interview with Frederique Pager, Chief Marketing Officer at…

Meet Frederique Pager, Chief Marketing Officer at Addict Mobile for five years. She first joined in 2016 as sales manager France and now...

Published on 24 April 2024

Nos bureaux

addict mobile acquisition mobile nos bureaux paris fotolia 81153288 1 of7e11zthko8kvdd92eni0sat0sbjobvy2hku8787s 01

Paris / FRANCE

128 Quai de jemmapes
75010 Paris
France
acquisition mobile addict mobile nos bureaux madrid fotolia 146093924 of7e7i5ydni28k04lcri3w75j6zzcwxl5zmidkmziw 02

Madrid / SPAIN

Calle Juan Ignacio Luca de Tena 1,
Planta 3
28027 Madrid
España
acquisition mobile addict mobile nos bureaux adobestock 244098175 04

New York / USA

10 East 40TH St.,
Suite 3310 New York
NY 10016
USA