Why should you consider Q5 in your end-of-year media plan?

Published on 12 November 2021 | Categorized in

Retail
Acquisition

As we explained to you last year, you should not miss the time in 2021 when CPMs are the lowest of the year. This “sweet spot” for acquisition begins on December 25 and marks the end of one of the busiest periods of the year that stretches from back-to-school time to Christmas without forgetting Black Friday. The competition is much weaker because advertisers stop their end-of-year campaigns and start preparing for the following year. It runs until mid-January once the budgets for the new year are finalised.

In the last two years, the CPM decreased by almost 50% between December 24 and January 1: –49% in 2019 and -48% in 2020

Moreover, this period is so favorable in terms of display costs that the CPM was even lower during this time in 2021 than it was in March 2020 (-36% difference between 20/03/2020 and 01/01/2021) when, as a result of the beginning of the COVID pandemic, advertisers stopped their campaigns.

These low acquisition costs reduce the costs of qualitative audiences, which are normally very expensive. This lets you maximize the profitability of your campaigns.

This year, once again don’t forget to consider Q5 when planning your expenses. Do not hesitate to contact us for help on this crucial period.

NEWS

Article in relation

All our news

How to adapt your acquisition investments after December 25?

The “sweet spot” In the last two years, the cost of disseminating mobile advertisements reduced by almost 50% between December 24 and January 1: -49% in 2019 and -48% in 2020. The main reasons for this change? – The drop in competition linked to the Christmas period; – Preparation of the 2022 strategy and actions by advertisers. Why have a presence? This holiday period marks the arrival of many new devices on the market, all awaiting application downloads. The time spent by each user across all the networks leads to an increased chance of them being reached by an advert. Coupled with this, the reduction in overall dissemination costs allow for a drop in acquisition costs, not only at installation level, but also at in-app event level. Consequently, it is thus cheaper for you to reach a qualitative audience that is usually extremely costly, and you will maximize the profitability of your campaigns. What is the right strategy to adopt? It is essential to consider a way to invest during this period. To do this, you must: – Plan a budget upstream, integrated into a media plan and associated with goals; – Define a strategy in […]

Publié le 29 December 2021