August 11, 2015 08:00 ET

Fetch Report Reveals the Importance of Seasonality in Driving Effective Global Mobile Marketing Campaigns

As Media-Buying Costs Fluctuate Wildly Throughout the Year, New Fetch Data Identifies the Most Cost Effective Times to Run Mobile Advertising Campaigns

SAN FRANCISCO, CA--(Marketwired - Aug 11, 2015) - Fetch, the award-winning global mobile marketing agency, has today released the latest FetchMe report, which analysed more than 12 billion data points across 100 countries. The report, which shows the change of incentivized and non-incentivized eCPI (effective cost per app install) rates over time for mobile media, demonstrates a large variance in the price of acquiring users throughout the year, with large fluctuations, even on a weekly basis. Considering seasonality of inventory prices throughout the year, the monthly price fluctuations provide a unique opportunity to create more effective mobile advertising campaigns. Download the full report

"Most marketers don't change the way they plan and buy media during the period from January to February, however, they need to change their approach as these are two distinctly different months from a consumer acquisition perspective," said Dan Wilson, Head of Data at Fetch. "In January during the post-Christmas period, many people are still getting to know their brand new phones and downloading apps, whilst in February a far more regular mobile engagement pattern is established. This makes acquisition far easier in January than it is in February. At Fetch, we apply these insights to drive highly effective and well-targeted media campaigns for mobile-first advertisers."

Standard incentivized user acquisition inventory becomes expensive when high-quality, non-incentivized user acquisition inventory is cheap. In terms of installs, from January to February, a drastic change in consumer behaviour occurs, which we refer to as the "February Effect." As marketers spend doesn't decline during this time, eCPI rates grow.

In the summer months, expensive quality-driven inventory and cheaper user-acquisition inventory is the norm. Due to less mobile engagement during this time, there is a smaller pool of people to choose from, which means obtaining users through incentivized campaigns becomes increasingly difficult. As a result of this, both the demand and price of inventory falls.

More expensive weeks tend to have a build-up time, creating expensive "periods," as opposed to singular expensive weeks. When analyzing cheaper summer months from the data, it is apparent that weeks at the start of these months are relatively more expensive than those at the end -- but this is not a trend that is consistent in more expensive months. Weekly eCPI trends across incentivized and non-incentivized campaigns follow very similar patterns, a trend that may be attributed to the IO (insertion order) structure of mobile media buying. IOs signed at the start of the month take effect mid-month, which leads to an uptake in inventory, and therefore eCPI. As budgets dwindle at the end of a month, the demand for inventory begins to fall, yielding below-average eCPI for these weeks.

Other key findings from the report:

  • Acquiring non-incentivized users is cheapest on Saturdays
  • It is generally more cost-effective to acquire users mid-week but the eCPI remains above average at weekends and at the start of the week.
  • Users may be exposed to a large amount of advertising on weekend and early-week days, so the cost of acquisition increases. We see the cost of quality traffic decreasing when acquisition traffic is expensive.
  • The cost of acquiring users has increased this year when compared to 2014, but it's pricier for shorter periods of time.

About Fetch:
Fetch is an award-winning global mobile marketing agency with offices in London, New York, San Francisco, Berlin and Hong Kong. It is part of the Dentsu Aegis Network that is innovating the way brands are built for its clients through its best-in-class expertise and capabilities in media, digital and creative communications services.

Fetch provides its clients with expertise in all areas of mobile marketing including mobile strategy, mobile creative, mobile media planning and buying, tracking and analysis. Mobile Marketer voted Fetch the 'Mobile Agency Of The Year' in 2014. It's also the fastest growing mobile marketing agency in Europe, ranked No.3 in the Media Momentum Awards 2014 which celebrates the Top 50 Growing Digital Businesses in Europe, and won Fastest Earnings Grower of the Year.

Fetch was also listed in The Sunday Times Tech Track 100 2014 as 'One to Watch' and was named Mobile Entertainment's Marketing Agency of the Year for three consecutive years (2011, 2012, and 2013).  

Clients include eBay,, Expedia and Uber.

Contact Information

  • Media Contact:
    Christina Higham
    Marketing Manager
    Email Contact