Black Friday 2020, CPI increased by 78%

Published on 30 November 2020 | Categorized in
addict mobile blog default blog 05
Black Friday is over! If your CPI rose during the weekend, it is normal this is directly connected to Black Friday.
Based on the data of all our campaigns on Facebook, CPI increased by 78% from November 22nd (last Sunday) to yesterday.
CPI worldwide Facebook
CPI worldwide Facebook
This is the consequence of two phenomena related to this very special weekend:
  • the sudden rise of the CPM.
  • the significant decrease of the install rate (CTR and CVR).

Increase of the CPM

The global CPM of November increased by 60% between November 1st and Black Friday. Good news is: it already started to decline, since Saturday.
CPI Black friday
CPM Worldwide Facebook
The above graph diminishes the trend and doesn’t really picture the huge rise we can analyse looking at some countries individually.
In the main European countries, CPM reaches its highest level for 4 months or equals the peaks that were reached in the UK or in Germany.
CPM France, Belgique, Allemagne, Italie, Espagne et UK Facebook black friday
France, Belgium, Germany, Italy, Spain & UK Facebook CPM
Here are some figures (from November 22 to 27 / from November 1 to 27):
  • France : +4% / +90%
  • Germany: +57% / +49%
  • Italy : +26% / 142%
  • Spain: +39% / +100%
  • Belgium : +46% / +112%
  • United Kingdom : +13% / +109%
In the US and Canada, there is also a rise however it appears less significant because of the effect the Presidential race had on the market, discussed here.
US and Canada Facebook CPM CPI
US and Canada Facebook CPM
Here are some figures (from November 22 to 27 / from November 4 to 27):
  • Canada : +24% / +23%
  • USA : +6% / +86%
 

Decrease of the install rate

The two ratios (CTR and CVR) that make up the install rate are diving in the last few days which can certainly be explained by the fact that people are seeing too many ads and are saturating a bit.
Worldwide Facebook install rate black friday
Worldwide Facebook install rate
This is also why CPI remained high this weekend and might remain high for the beginning of the week despite the decrease of CPM. Install rate is not yet back to normal.
               

NEWS

Article in relation

Our tips for reaching engaged users on TikTok

According to the State of Mobile report from App Annie, in 2022, TikTok was again confirmed one of biggest growing application in terms of user engagement. Here are our best practices for managing your campaigns on TikTok.     Creative tips     – Always give preference to content with an organic approach, in order to adapt to the young and engaged audience   – Ad content is less polished than on other platforms > it is recommended that quotes from real people are highlighted, by picking up the platform’s codes, such as: filters, challenges, use of text, etc.   – Renew your creatives on average every 7 days (depending on volume and allocated budget) in order to avoid these struggling and never relaunch an old creative in a group ad   – Always add music suited to the ad and opt for short creatives (13-16 seconds)   – Need inspiration for new creatives? Consult the TikTok Top ads section! This is a library referencing all the current top creatives on the platform, by country, by campaign objective and by vertical     The platform     – Manage features offered by the platform, such as the Automated Creative Optimization tool […]

Publié le 14 September 2022
  • TikTok
  • Acquisition

Dating apps: What are the User Acquisition constraints?

Dating apps need acquisition to support their growth, revenue, and number of active users. Nevertheless, they are subject to constraints that are specific to this vertical.     Choosing a strategy   Before launching your campaigns, you need to think about the overall strategy for your app and your objectives:     – Gender distribution: Separate by gender and tailored content to make sure you can control the investment and, therefore, the recruitment needs for each gender.     – Objectives by gender and, therefore, adapted tracking: Make sure that the tracking on your MMP has been correctly tagged so you can track your performance in the best possible way, even if the events being tracked are different.     – Objectives by country: it is also important to analyze app awareness in each country and for each gender as this will particularly affect the types of campaigns launched and the distribution of investments.     – Investments according to seasonality: Dating apps are particularly affected by seasonality (vacations, back to school, weekends, Valentine’s Day, etc.). You need to correctly analyze the top recruitment periods for the app to know how to distribute the annual budget and not lose pockets […]

Publié le 7 September 2022
  • Facebook

Our creative best practices

A few months ago, we discussed the importance of creative in your mobile acquisition campaigns and how to find creative that works and positively impacts your performance. How do you achieve this goal? Here are our creative best practices:     Personalize the message according to the various targets     – The creatives must be tailored to each type of target audience.   – This is even more important as the arrival of iOS 14 has restricted targeting options. The creative is thus a different way of targeting.   – It is therefore crucial to understand your users’ motivations, needs and centers of interest. But also their fears, what stops them, what will make them hesitate to click.   – This reflection on users and the levers to make them move on to action must be conducted upstream in order to brief the creative teams in a relevant fashion and produce effective creatives without losing time.   – Be open to all types of tests, even the most daring, as no-one knows what may be effective and catchy.   For the Cityscoot campaign, personalization of creatives allowed for procuring a CPA => 30% above average.       For […]

Publié le 13 July 2022
  • Utilities
  • Facebook
  • Creatives

Nos bureaux

Paris / FRANCE

128 Quai de jemmapes
75010 Paris
France

Madrid / SPAIN

Calle Juan Ignacio Luca de Tena 1,
Planta 3
28027 Madrid
España

New York / USA

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