Q5 Means Cheap Traffic – How Marketers Can be Ready

By Brian Bowman, CEO of ConsumerAcquisition.com

The day after Christmas until about January 10, 2022, is what we call Q5 and it is the best time for gaming, entertainment streaming apps, wellness and fitness apps, content distributors, fintech, and self-improvement apps to enjoy low CPMs. After Christmas, with bellies full of goodies, consumers turn on new phones, redeem App Store gift cards, and start loading mobile games and apps, en masse. 

To get the most out of Q5, we recommend non-eCommerce advertisers reduce their spending until after Christmas, and then SPRINT into January.

What is the best strategy to prepare?

Start today — early December— bulk up on creative production and testing to have enough high-performing assets ready for CPM drops once they start. Social networks that rely on the app and web tracking are working through the complexity of losing deterministic targeting and measurement. However, mobile advertisers that tailor ads to user motivations through persona-led ad creative, can scale efficiently and profitably by focusing on the positive attributes of contextual advertising, while growing high-quality top-of-funnel installs. 

As you develop and test your ad creative, here’s what’s driving mobile-first behaviour during Q5.

New Devices

Mobile gadgets are a mainstay of holiday gift guides. After presents are opened and charged up, it’s a great time to target new device users. Plus, device-specific creative can result in an extra relevance bump.

Gift Cards

As consumers ‘weather” a season filled with delays and frustration” due to supply chain issues, gift card sales are surging according to consumer intelligence firm InMarket. Google Play and Apple App Store cards are perfect for mobile gamers and bring players into games ready to buy.

Staycations

While the U.S. travel industry is showing some signs of recovery, American travellers are choosing houses over hotels, and local adventures over international destinations. This poses an additional opportunity for mobile app advertisers to reach millions of people staying in or staying home. Gaming, entertainment, health, and fitness can all enhance time at home. Similarly, people staying home turn to shared experiences on social sites like Facebook, Google, Snap, and TikTok.

Small Screen Time

According to App Annie, Americans reached an all-time high of 4.2 hours spent in mobile apps every day in Q3, up from 3.9 hours in Q2. After generations of families gather around the television, mobile devices have won out. US News reported that Americans watch television for 3.1 per day—26% less time than using apps.

What now?

The best thing non-eCommerce companies can do right now increases creative production to have an asset repository ready for post-Christmas CPM drops. Engage your creative team to produce a steady stream of fresh creative concepts and assets to maintain profitable mobile app advertising at scale. This will set you up for success to run campaigns right when Q5 hits on December 26, all the way until January 10. Get started now and be ready when CPMs drop!