ironSource blog

Getting in the Holiday Spirit: What to Expect from DAU and IPM

Chen Mizrahi is a BI analyst at ironSource.

During the winter holidays – from Thanksgiving, Black Friday, and Christmas, to New Year’s Day – there is a marked shift in mobile user behavior, as millions of people are buying new phones, and generally have more free time to play games.

That’s why the holidays are the best time of year for both monetization and user acquisition managers. On the monetization side, the sharp increase in DAU translates to an increase in total revenue. On the user acquisition side, the jump in DAU and IPM makes for the highest install volumes of the year.

DAU peaks on New Year’s Day

Throughout late November and December, your app will experience an increase in DAU and impressions. This behavior is similar to what you experienced during the summer months, in which variance between weekday and weekend behavior is less drastic.

In the US, as depicted in the graph below, expect to see a sharp increase in DAU throughout the weekend of Thanksgiving and Black Friday. Moreover, you can expect a gradual increase in both daily and weekly users between Thanksgiving and New Year’s.


*This data excludes apps launched after October 1, 2017.

Keep in mind that in other Tier 1 countries, you might not see an increase in DAU during Thanksgiving, as this is exclusively an American holiday.

Nevertheless, Tier 1 countries see a gradual increase in daily and weekly users the week between Christmas and New Year’s, with DAU ultimately peaking on New Year’s Day. Refer to the graph above.

ER and UR remain constant

Engagement rate (ER) is the percentage of users who actively engage with ads on your app, and usage rate (UR) is the number of daily impressions per engaged user.

ER and UR should remain constant year-round as they depend on user behavior within the app. These rates mainly depend on your ad monetization strategy and are not affected by seasonality. If you don’t adjust your ad monetization strategy during the holidays, you should not expect to see an increase ER and UR – only an increase in DAU.

To improve ER and UR, we suggest adjusting your ad monetization strategy. Here are 3 tips:

1. Test new ad placements and make sure they’re visible on the homescreen
2. Adjust your frequency caps by fine-tuning the number of ads users watch per day/session
3. Run special promos such as double credit promotions on your offerwall


IPM is highest the week before Christmas

In the US, from Thanksgiving to Christmas, expect to see a sharp increase in IPM. Why? Our data shows that users with new devices are more likely to install many apps.

However, don’t be alarmed if IPM begins to decrease after New Year’s, as this is expected. This trend applies to Tier 1 countries, too.


*These charts compare IPM during the holidays to IPM in September, where 0% represents IPM in September 2017

In Tier 1 countries, IPM should remain steady the weekend of Thanksgiving and Black Friday, but increase Christmas and New Year’s Day. The week leading up to Christmas shows an increase of up to 40%, the highest IPM rates of the season.

IPM also varies across game genres. The category with the largest increase in IPM during the holidays is casual games.

ironSource Blog

The Source

AdChat

How to localize your creative ads for the Chinese market

Daniel Herman is the product manager of ironSource’s Playworks Studio. Playworks is ironSource’s in-house creative studio made up of designers, animators, video producers, and programmers that tailor-make high-impact interactive advertisements. Recently, we have been receiving many questions about how to localize creatives for the Chinese market. The Chinese mobile gaming landscape is its own ecosystem...

AdChat

The Case for In-Game Advertising

Jarkko Rajamaki, VP Advertising at Rovio, discussed the impact of in-game advertising at Gamefest 2018. Here’s what he had to say. Jarkko noted that developers might limit ads because they’re afraid of hurting retention and cannibalizing in-app purchase revenue. However, these myths, as Jarkko pointed out, are solely based on intuition. That’s why Rovio decided..

IndustryChat

Idle and Incremental Games

Idle games are an exciting genre that is quickly rising to fame. What makes idle games so great - from both a player and developer perspective - is that their mechanics create optimal mobile sessions while simultaneously driving long-term retention. ironSource spoke with Nate Barker, Director of Business Development at Kolibri Games, and discussed all..

AdChat

2018 명절 트렌드 리포트

명절 기분 느끼기 연말 그리고 겨울- 추수감사절, 블랙 프라이데이, 크리스마스, 그리고 새해 등등 - 수백만 명의 사람들이 새로운 핸드폰을 사기 때문에 모바일 기기를 사용하는 행동에 대한 뚜렷한 변화가 생깁니다. 뿐만 아니라, 일반적으로 게임을 즐길수 있을만한 여유가 생기기 마련이지요. 그렇기 때문에 명절은 수익화 및 UA 매니저들에게 제일 좋은 기회의 시기입니다. 수익화의 경우, DAU의 증가로 인해 수익이..

IndustryChat

Mishka Katkoff Shares 2019 Predictions in Mobile Gaming

The Mobile Gaming Industry Report At ironSource Gamefest 2018, Mishka Katkoff, who is the Head of Studio at Rovio and Founder of the popular Deconstructor of Fun blog, discussed 2019 predictions and trends for the mobile gaming industry. Here’s what he had to say. What's next for casual games? Mishka breaks casual games into five..

AppChat

Getting in the Holiday Spirit: What to Expect from DAU and IPM

Chen Mizrahi is a BI analyst at ironSource. During the winter holidays - from Thanksgiving, Black Friday, and Christmas, to New Year’s Day - there is a marked shift in mobile user behavior, as millions of people are buying new phones, and generally have more free time to play games. That’s why the holidays are..

IndustryChat

Gaming Growth in China

One of the most interesting topics in the gaming industry this year has been China’s place in the market. From the incredibly lucrative nature of the Chinese market, to government intervention in gaming content, there is always something to be said when it comes to mobile gaming in the far east. This year, China will..

AdChat

The Next Generation of Interactive Mobile Ads

In episode 10 of LevelUp, Dan Greenberg, Chief Design Officer at ironSource, gives us the lowdown on what goes into designing hit playable ads, discusses where we can expect to see AR pop up in mobile gaming, and spills the beans on the game studio he admires most (spoiler - they build games for toddlers)...

CompanyChat

10 Things You Didn’t Know About ironSource

What do you really know about ironSource? While many people have heard our name, most people don’t actually know what we do. ironSource is the leading in-app video advertising platform. We make free-to-play and free-to-use possible for over 1.5B people around the world - meaning, we build the technologies that help app developers take their..

Interested in becoming an ironSource partner?

We’d love to hear from you.