"Meta has shared some insights to help app developers maximize their promotions in "Q5," which is the period between late December to mid-January, which is when many apps see increased attention during the work and school break. Indeed, according to Meta's data, Q5 typically sees less competition, " as larger brands have left and shipping deadlines have passed.""
""In Western markets, the Christmas and New Year holidays are the most impactful. In APAC, however, developers should pay attention to and take advantage of local holidays. For example, Shōgatsu (New Year) in Japan and Lunar New Year in Greater China, as well as other countries where it is widely celebrated.""
""IAA revenue demonstrates a clear pattern of starting to increase in early November, hitting peaks around Black Friday, then experiencing another opportunity during Q5 (December 25 - January 1). Meanwhile IAP follows the expected Q5 dynamics and picks up closer to mid-December. The timing differences between IAA and IAP revenue during Q5 create significant strategic opportunities for mobile game developers. Understanding these patterns enables more effective resource allocation and campaign planning.""
Q5 spans late December to mid-January and typically attracts increased app attention due to work and school breaks and reduced competition as larger brands finish seasonal campaigns. Western markets see peak impact around Christmas and New Year, while APAC benefits from regional holidays such as Shōgatsu and Lunar New Year. IAA revenue rises from early November, peaks around Black Friday, and offers another uplift during Q5, while IAP trends accelerate closer to mid-December. The differing timing of IAA and IAP revenue during Q5 creates strategic opportunities for campaign planning and resource allocation. Advantage+ app campaigns can use machine learning to optimize targeting and bidding in real time.
Read at Social Media Today
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