"During the period from late December to mid- or late January, also known as Q5, many advertisers go dark after shipping deadlines have passed. Meanwhile, consumers are in discovery mode - scrolling on their mobile devices and spending their holiday money. Savvy advertisers are taking advantage of this less competitive period and quieter ad auctions to engage customers more cost-effectively."
""Many advertisers, particularly in retail, pause their campaigns after the peak holiday season when gift buying has concluded," said Jake Bailey, head of industry, specialty and disruptor at Meta. "However, many consumers are still in the buying mindset, and conversion rates remain high. This creates favorable market dynamics for those who continue advertising.""
"A 2024 holiday shopping study by YouGov, commissioned by Meta, found that 74% of consumers say their shopping continues beyond the holidays. Shoppers are also spending more time than usual on mobile devices and social media platforms. In another boon to advertisers, during Q5, CPMs decrease while cost-per-action reaches pre-Black Friday levels, according to internal data from Meta - presenting an ideal opportunity for advertisers to capture new conversions, for less, for the new year."
The Q5 window runs from late December to mid- or late January, when many advertisers reduce or pause campaigns after shipping deadlines. Consumers remain in discovery and buying mindsets, spending holiday money and increasing time on mobile devices and social platforms. Lower competition drives down CPMs and returns cost-per-action to pre-Black Friday levels, improving advertising efficiency. Q5 offers cost-effective opportunities for customer acquisition, conversion and lead generation, particularly for 'new year, new you' products and services. Brands focused on wellness, self-care, and parent-oriented offerings can capitalize on heightened intent and quieter ad auctions to capture high-quality leads.
Read at Digiday
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