With the end of 2020 just weeks away, instead of winding down, now is the time to seize the Q5 final user acquisition opportunities of the year. Namely, the two opportunities to take advantage of right now are the following:

1. Preparing for the Q5 2020 year-end period where CPMs dip.

The New Q5

2. The upcoming Q1 change from Apple requires users to opt-in to Identifier for Advertisers (IDFA) for campaign tracking. Eric Seufert from MobileDevMemo believes this will happen in March and will contract iOS spending by 30-40% over the course of Q2 2021 following the rollout of ATT.

the new Q5


How to Take Advantage of Q5 2020


Q5 is our coined concept. It includes the 10-day period between the last Amazon shipping day before Christmas until New Year’s Eve. Where retail and eCommerce advertisers pull back spending on Facebook and Google. So CPMs decline by about 40%, giving other mobile app advertisers a tremendous opportunity. You can view historical charts showing these CPM trends here: https://www.consumeracquisition.com/5th-quarter-2020-are-you-ready/

The window is now, so to take full advantage of this opportunity, here is what you should do:

1. If your arsenal of creative is drying up, bulk up your production to replenish now.
  • To capture this opportunity, we are advising mobile app advertisers to stock up on holiday creative. Also, do this quickly to capture this extended online shopping season. And if you have not already, also bulk up production and testing to capture CMP drops related to Q5.
2. Mobile app advertisers should have their biggest December / Q5 2020 ever!
  • This has been an unprecedented holiday season. The effect will be felt more significantly this year due to the overwhelming amount of first-time eCommerce spenders participating this year. Thus, pulling back near Christmas.
  • This year more than ever, mobile app advertisers should be ready to capitalize on an influx of ad inventory primed for non-eCommerce shopping. We are advising gaming, entertainment streaming apps, meditation and fitness apps, DTC, and others to GET READY!
3. Travel industry demand will flow into other verticals instead, as lockdowns continue.
  • The travel industry has been hit extremely hard in 2020 by global quarantines that started in March and show no signs of slowing, especially with lockdowns extended now.
  • Holiday gatherings this year are advised to remain small and travel discouragement is causing travel advertisers to forecast a low spend season.
  • This poses an additional opportunity for mobile app advertisers to reach millions of people. People who are staying home, finding gaming, entertainment, health, and fitness as a means to “escape or enhance” their at-home time.
4. People are much more likely to connect more this holiday through shared experiences via social sites vs in-person traveling.
  • Gaming with friends has never been more important. We expect that social platforms like Facebook, Google, and TikTok that offer a way to play and engage with friends and family will continue to surge through the winter season and well into 2021.


How to Prepare for IDFA in March 2021


Many challenges lie ahead in 2021 for marketers. Particularly around navigating the privacy-related changes stemming from Apple’s Apple Tracking Transparency (ATT) with iOS 14.4. Also, how it impacts the ability to identify and target audiences in social media. In fact, this is by far the most impactful thing that will happen to the mobile ecosystem. Along with the corresponding lack of optics that it provides for the entire mobile ecosystem, independent of vertical.

Facebook also notes that web campaigns will be limited to 8 conversion events per domain attribution. And will now be governed by “Aggregated Event Measurement”, as its mobile SKAdNetwork campaign-centric conversion value counts. Meaning that events will only be counted at the level of campaign granularity. As with SKAdNetwork conversion events, these 8 conversion events will exist on a priority spectrum. In addition, only the highest-priority event triggered by the user will be attributed to that campaign. Value Optimization (VO) campaigns will still be available to web advertisers. Although VO campaigns will only allow for 4 conversion events to be tracked. And 28-day click-through, 28-day view-through, and 7-day view-through attribution windows are being deprecated.

For app advertisers, Facebook has noted that advertisers will be limited to one ad account per app for iOS14 campaigns. But they will not need to create a new, dedicated account for iOS14 campaigns.

To prepare now and mitigate the impact of these tracking changes that are anticipated to take effect in March 2021, here’s what you can do now:


Media Buying and Measuring in Q5


If you plan to deliver ads for conversion events that occur in your business’s app:
  • Update to Facebook’s SDK for iOS 14 version 8.1 to help personalize ads delivered to devices on iOS 14. Also, continue to receive app conversion events reporting from iOS 14 devices. You can do this from the Events Manager. You will need to be an app admin to do so. Facebook’s SDK for iOS 14 version 8.1, currently supports Apple’s SKAdNetwork API and enables measurement for app install ads. If you do not have the SDK installed, you may want to install it.
If you plan to deliver ads for conversion events that occur on your business’s website:
  • You may need to verify your website’s domain to help avoid any future disruption of your website campaigns. Domain verification must be done for the effective top-level domain plus one (eTLD+1). For example, for www.books.jasper.co.uk, books.jasper.co.uk, and jasper.co.uk the eTLD+1 domain is jasper.co.uk. This can help ensure that your domain verification will encompass all variations.
  • Domain verification should be prioritized for domains with pixels used by multiple businesses or personal ad accounts. This will enable you to configure pixel conversion events when Aggregated Event Measurement becomes available.
If you plan to deliver ads for both web and app conversion events, take all the actions listed above.


Capture Q5 with Ad Creative


You can use your existing ad accounts to advertise to devices on iOS 14. But you will need to create separate iOS 14 app install campaigns due to reporting limitations from Apple’s SKAdNetwork API. The following are additional limitations that you will need to consider.

If you plan to deliver ads for conversion events that occur in your business’s app:
  • You can only associate your app with a single ad account. However, you can use the same ad account to advertise for multiple apps.
  • Each app is limited to 9 iOS 14 campaigns at once. Each campaign is limited to 5 ad sets of the same optimization type. You cannot vary your optimization choice across ad sets in the same campaign. There is a 72-hour reset period after you turn off or delete one of your 9 permitted iOS 14 campaigns. This is before it will no longer count against your limit. This will help minimize the risk of incorrect campaign optimization and reporting due to the delayed reporting of conversion event data from Apple’s SKAdNetwork API.
  • Auction is the only available buying option when you create an ad for devices on iOS 14. Reach and Frequency is not available.
  • Once your campaign is published, you cannot turn on or turn off the iOS 14 campaign toggle. You will have to turn off or delete your campaign.
If you plan to deliver ads for conversion events that occur on your business’s website:
  • Your pixel may only optimize for a maximum of 8 conversion events for each domain. Facebook will initially configure the conversion events we believe are the most relevant to your business based on your activity. All other events will be made inactive for campaign optimization and reporting. You will be able to manage your preferences in Events Manager. When you create your ad set, you’ll choose only one of the 8 designated conversion events to optimize for.
  • Ad sets that are optimizing for a pixel conversion event that is no longer active, will be paused. In advance of this limitation, you may need to consider making changes to your campaign or measurement strategy. You may also need to consider optimizing for upper-funnel objectives. For example, landing page views and link clicks.
You can also refer to an article we published in September, at the launch of iOS 14, on how IDFA may impact advertisers in 2021: https://www.consumeracquisition.com/game-over-ios-14-idfa-loss-drive-layoffs/


How We Can Help You Capture Q5?

  • We produce Hollywood-level creative at a fraction of the cost of holding company creative shops. And, at a high velocity of production with proprietary testing methodology tied to business outcomes.
  • Check out our new Gaming Reel & Non-Gaming Reel.
  • We have sharpened our teeth in immersive digital storytelling (gaming) and bring that storytelling to new brands, verticals, and markets.
  • Our creative and platform are geared towards performance and business outcomes instead of awards.
  • Our capabilities lend themselves to emerging digital media such as OTT, DTC, Mobile Web, and DOOH. As established brands are forced to adapt to post-COVID digital transformation.

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