Meta has shared some insights to help app developers maximize their promotions in ‘Q5’ period between late December and mid-January, when many apps receive more attention during the work and school holidays.
According to Meta data, the fifth quarter typically sees less competition, “now that bigger brands have left and shipping deadlines have passed.”
The “Cyber 5” meta referred to here is “the five-day stretch from Thanksgiving through Cyber Monday, including Black Friday, when major holiday shopping and online sales occur.”
As you can see in the chart above, overall advertising costs drop in the post-Christmas period, which could provide the opportunity to reach a wider audience with your promotions.
To help app developers (and game developers in particular) take advantage of these opportunities, Meta is working with AppsFlyer to provide some data-backed tips to increase your chances.
First, the data shows that local holidays, beyond traditional Western celebrations, offer expanded opportunities:
“In Western markets, the Christmas and New Year holidays have the most impact. However, in APAC, developers should pay attention to and take advantage of local holidays. For example, Shōgatsu (New Year) in Japan and the Lunar New Year in Greater China, as well as in other countries where it is widely celebrated.”
The data also shows that app developers should be wary of the differences in IAA and IAP income during the holidays.
“IAA revenues show a clear pattern with revenues starting to increase in early November, peaking around Black Friday, and then experiencing a new opportunity during the fifth quarter (December 25 – January 1). Meanwhile, IAP is following expected momentum in the fifth quarter and picking up closer to mid-December. The timing differences between IAA and IAP revenues during the fifth quarter create significant strategic opportunities for developers of mobile games. Understanding these patterns allows for more effective resource allocation and campaign planning. “
To take advantage of these opportunities, Meta says app developers should plan their campaigns early and be flexible with their advertising budgets. Meta also recommends using the AI-powered Advantage+ features:
“Use Advantage+ app campaigns, which provide a powerful way to reach potential customers and drive conversions. By using machine learning algorithms, these campaigns can optimize your ad targeting and bidding in real time, so you can reach the right people at the right time.”
Meta says brands should also offer a wide range of creative options, while partnership advertising can also help drive results.
Some valuable tips, largely applicable to most other types of meta promotions during the period.
There’s a lot more data insight and app promotional notes in Metas full report.
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