Holiday App Marketing: How to Win When CPIs Rise 40%

The festive season is officially upon us. But for marketers dealing with the busiest months in mobile, it’s not all family feasts and boughs of holly just yet. In fact, over 76% of marketers say they struggle with a lack of time to prepare for The Holidays. For those of you feeling the strain and looking to maximise your Holiday returns, it’s not too late. Consider implementing an app retargeting campaign.

Rising UA Costs

We know that The Holidays can be an expensive time for UA campaigns – as brand dollars flood the marketplace, performance advertisers often see an increase in CPMs and CPIs. Luckily, retargeting campaigns do not face the seasonality woes that you might see with traditional UA.

With retargeting campaigns, DSPs are required to pay a high premium on a specific set of users throughout the year. Because of this, we are able to remain competitive, regardless of an increase in average eCPMs across the bidding landscape.

From November to December of last year, Adikteev saw an +8% increase in impressions and a -13% decrease in CPC meaning there are more opportunities to serve ads to users and the clicks come at a lower cost.

We are also in the process of integrating with two new major supply partners. Opening up to this additional inventory will further help us to keep costs at bay for you – think of it as a festive gift, on us!

New Devices

Your users may find a new phone under their tree this year. This could result in a new IDFA for your retargeting campaigns.

During the week between Christmas and New Year’s Day, the number of devices reached globally by MoPub’s Marketplace increased by an average of 12.5%, compared to the week before Christmas.

This tells us that we shouldn’t miss out on the opportunity to get in touch with clients in the weeks leading up to, and following The Holidays.

Seasonal Creatives

Do you have some wintery in-game elements that you’d like to show off? Are you running a special promotion for The Holidays?

Our in-house creative team can create a snazzy new ad highlighting these seasonal assets. We can also set-up a new campaign targeting lapsed users, to see if we can engage them with any new promotions or events.

Happy to Help

Adikteev has offices across the globe, allowing us to provide 24/7 support for our clients. If you have any urgent requests during The Holiday season, please get in touch with your dedicated Account Manager and we’ll be happy to help you.

Happy Holidays and Well Wishes for 2019!

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