Global Android Advertising Industry Insights

Q4 2013

2013 Holiday Season -North America-

eCPMs rose during the holidays as demand for mobile ad inventory increased.

Nov. 29 marks the start of

the “holidays”

Between Nov. 28-29 installs increased 129% per advertiser…

… suggesting that Nov. 29 is the start of the holidays for the mobile ad industry.

Mobile activity peaked during

Christmas

Christmas Eve garnered 170% more installs per advertiser than Black Friday.

Holiday CTRs were too similar to identify di!erences, however…

Christmas Eve’s install rate was 9.19% compared to Black Friday’s 2.93% IR.

Did users cost less during Black Friday or

Christmas?

CPI during Christmas holiday (after Dec. 1) never broke $1. Christmas holiday CPI peaked on Dec. 23 at $0.76.

The same can’t be said for the week of Black Friday.

In fact, mobile advertisers spent 4 X more to acquire one user on Black Friday than Christmas Eve.

Publishers earned more during Black Friday

Demand for holiday inventory usually drives up mobile ad spend, and 2013 was no di!erent.

Consequently publishers made 94% more revenue during Black Friday than Christmas Eve.

In fact, publishers during the week of Christmas made 7.7% more than the week of Black Friday.

Black Friday is overrated

(unless you’re a mobile ad publisher)

Read AppFlood’s full report:

Turns out mobile users are a bargain during Christmas, not Black Friday

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