Holiday season is coming, don’t panic! The presentation helps to build the understanding of holiday trends and learn best practices in order to acquire users profitably during the most competitive season.

1. Holiday Insights Playbook
Overview of
Kristina Lasenko,
Activation Client Partner

2. 2
We have entered the most
competitive advertising season of
the year…

3. 3
With purchase intent increasing and new devices
coming online, there are big opportunities for
mobile gaming advertisers to steal efficiency in
Q4.

4. 02 03
Agenda
01
Q4 Holiday Trends & Planning Top Product Considerations Summary Checklist

5. 01
Q4 Holiday Trends & Planning

6. 6
Plan around period of high demand
Holiday Timeline
Pre-Holiday push
Traditional marketers
typically take 4-6 weeks to
start their holiday push
Costs
Stabilize
Holiday Push
The influx of demand from marketers
looking to capitalize on the holiday buying
season begins and peaks on Black
Friday/Cyber Monday
Oct 1st – Nov 14th Dec 4th
Dec 23rd
Dec 25th Jan 15thNov 15th – Dec 2nd
3rd
*May vary by retailer
Last ship date & ‘Q5’
The last day shoppers can buy
products online to ensure they arrive
by Christmas
Post-Christmas period of reduced
CPMs, high number of devices and
inventory
Q1 Demand
Traditional marketers
typically take 2 weeks to
begin buying in the new
year

7. 7
CPMs come down steadily after Black Friday
10/1
10/3
10/5
10/7
10/9
10/11
10/13
10/15
10/17
10/19
10/21
10/23
10/25
10/27
10/29
10/31
11/2
11/4
11/6
11/8
11/10
11/12
11/14
11/16
11/18
11/20
11/22
11/24
11/26
11/28
11/30
12/2
12/4
12/6
12/8
12/10
12/12
12/14
12/16
12/18
12/20
12/22
12/24
12/26
12/28
12/30
Q4 ’18 Daily App Installs CPM
NA Mobile Gaming CPM
Black Friday
Halloween
Thanksgiving
Last Ship DateDiwali
Pre-Holiday Push Holiday Push Cost Stabilize ‘Q5’

8. Even in peak, don’t panic – whilst costs rise, so do conversion rates
CPM CPA CVR
21/11
23/11
26/11
• Potentially still value during peak period
• Monitor and scale ROAS-positive campaigns at
the beginning of the peak week
• Complete tests and exit learning phase before
Black Friday to give those and other campaigns
the best chance of success
Q4 ‘18 Cost & Conversion Trends - EMEA Mobile Gaming Advertisers

9. Combat high demand with Geo-diversification
During high demand period focus on less competitive markets
Q4 ‘18 CPM Trends for Mobile Gaming Advertisers
APAC EMEA LATAM NA
• Leverage data from International campaigns to
scale EMEA, APAC, LATAM - competition is less
pronounced
• Scale Worldwide targeting with Value
Optimization or consider country bundling

10. 10
Combat high demand with OS, Placement & Creative Diversification
• Allocate more budget to Android which sees a less
pronounced increase in prices in the US
• Use Automatic Placements
• Plan for your creative refreshes to fight fatigue, consider
adding creative to ad sets ahead of the peak

11. 1111
Capitalise on ‘Q5’ - Capture low
cost inventory after Christmas
Source: *bloomberg.com/news/articles/2019-09-10/apple-cuts-prices-to-spur-gadget-sales-and-lure-new-subscribers
• Capitalise on ‘Auction Sale’ - CPM/CPI/CPA drop
sharply from 23rd December but purchase intent
(CVR) remains remains fairly constant
• iPhones expected to have a strong Q4 with new
price point*
• Target ‘’New Smartphone Device Users’’ and
consider testing device-specific creative
31 Dec24 Dec

12. 02
Q4 Top Products

13. 13
Top Product Opportunities in Q4
Your holiday testing checklist
Optimization
Structure For Scale
Optimization goal Diversification
International Expansion
Creative
Placement Asset Customization
Playable ads + AN
Holiday themed assets
Bidding
Minimum ROAS Bidding
Smart Bidding – lowest cost with bid
cap or cost cap

14. Campaign Structure Optimization
Structure for Scale (S4S)
• FB research has shown ad set delivery stabilizes when an ad set
achieves at least 50 unique conversions per week. There is a direct
correlation between ad sets that achieve this volume , reduced CPAs and
stronger ROAS (+25%).
• This holiday season, be sure to structure your campaigns an ad sets to
maximize the amount of conversions attributed to each ad set to combat
rising CPMs.
International Expansion
• Test ideas: Country bundles; Continent test; Country Clusters; LAL with
Continent & Country Bundles
1. ≥20% of ad-sets are generating ≤50 unique conversions/week?
2. Do these ad-sets have ≥25% audience overlap? If yes, consolidate
and/or add exclusions
3. Do these ad-sets have ≤1MM audience? If yes, consolidate and/or
consider broadening audience
4. Are ad-set/campaign daily budgets high enough to accumulate 50
conversions/ad-set/week? If no, compute ideal daily budget using
historical CPAs and consider Campaign Budget Optimization (CBO)
5. Are ad-sets leveraging multiple creatives (static, videos, playables etc)
per ad-set to consolidate signals?
6. Are ad-sets leveraging manual bidding? Check if cost/bid cap is high
enough to accumulate 50 conversions/
ad-set/week
7. Evaluate if new ad-sets can be consolidated into existing ones at the time
of new campaigns creation
8. If all above is checked, how often are ad-sets being refreshed (that reset
the learning phase) in a week? If this is ≥1x/week, consider testing to
identify the ideal cadence

15. Diversifying your Optimization Goals
Optimization Diversification
• Rising costs can put additional pressure on VO and Min
ROAS campaigns. Consider diversifying your
optimization goals by rotating in MAI and AEO.
• Tests Ideas: Determine the incremental impact of MAI
and AEO by utilizing Facebook’s conversion lift test. (See
example)
There may be overlap between the AEO and VO campaigns in cell 1. The lift study will reveal if there is incremental
value in including this extra optimization goal.
Conversion Lift Test
Blended ROAS Blended ROAS
AEO Campaign VO Campaign VO Campaign
BAU (targeting, creative, etc.)
BAU (targeting,
creative, etc.)
BAU (targeting,
creative, etc.)
Cell 1 Cell 2
What We’ll
Measure
Campaign
Structure

16. Creative
Placement Asset Customization
• Customize creatives by placement
Playable Ads + Audience Network
• Playable ads help advertisers drive higher-intent installs - people have
experimented and are more likely to play after installing
Holiday & Geo influenced Creative
• Relevant creative can contribute to a more competitive eCTR, a KPI in Facebook’s
auction that factors into what your pay for an impression. Make time to invest in
holiday assets to boost your efficiency.
• Consider creating Stories creatives for Instagram when diversifying in markets like
Japan, Russia

17. 03
Summary Checklist

18. 18
• Scale strong campaigns to take advantage of conditions
• Ensure new ads exit learning phase by w/c 25th November
• Complete all your testing initiatives in the next week or so
• Setup ad sets in advance to speed up activation and approvals
• CPMs increase but so do Conversion rates - leverage high ROAS campaigns
• To combat high demand, consider:
• Setup in paused state for creative refreshes and leverage Playables
• Be prepared to scale from mid-December and especially after last ship date to
capitalise on new device users, more inventory and drops in CPI/CPA
 Before ‘Holiday push’
 During ‘Holiday push’ & heightened competition
 Capitalise on post-holiday push and ‘Q5’
Holiday Checklist
• distributing budget to APAC/LATAM/EMEA
• distributing budget to Android, using Automatic Placements and AN Only
• rotation between AEO & VO and manual bidding (cost-cap)

19. 03
Appendix

20. Key Dates
27 28 29 30 31
Halloween
01 02
03 04 05 06 07 08 09
10 11
11:11
12 13 14 15 16
17 18 19 20 21 22 23
24 25
Start Black Friday
Campaigns
26 27 28
Thanksgiving
(US)
29
Black Friday
30
Shop Local
Saturday (US)
Black week
November 2019
Sunday Monday Tuesday Wednesday Thursday Friday Saturday

21. Key Dates
01 02 03
Giving Tuesday
(US)
04 05
St. Nicholas Eve
(Netherlands)
06 07
08 09 10 11 12 13
Last standard
international
shipping day for
Christmas
14
Free shipping day
(mostly US, some
UK & NL)
15 16
11:11
17 18
Last standard
shipping day for
Christmas
19 20
Last express
shipping day for
Christmas
21
Super Saturday
22
Hanukkah Starts
23 24
Christmas Eve
25
Christmas Day
26
Boxing Day Sales
(UK, Canada,
Australia)
27 28
29 30
Hanukkah Ends
31
New Years Eve
01
Sales Official Start
(traditionally)
02 03 04
Cyber Monday
December 2019
Sunday Monday Tuesday Wednesday Thursday Friday Saturday

22. Thank You!
Facebook Gaming Activation,
EMEA