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When it comes to budgets for performance advertisers, every quarter tells a different story depending on the industry. One brand’s Q4 is another’s Q1.
For instance, the fourth quarter — especially November and the first half of December — is the time when ecommerce companies make a significant portion of their revenue. And as expected, Facebook/Instagram ad spend for ecommerce spikes during this time.
Yet for companies focused on lead generation, Q4 is typically a time to dial down ad spend. Why? Because a) a high volume of advertisers flood the market for the holidays and raise CPMs and b) consumers are too distracted by holiday shopping and parties to focus on long-term purchases.
Gaming companies, on the other hand, tend to boost ad spend when they release new games and when new smartphones hit the market (new smartphone = potential game downloads).
The infographic below breaks down 2018 ad spend among Nanigans’ gaming, lead gen and ecommerce customers. We offer up a quarter-by-quarter analysis based on real global ad spend data. We also include our best explanations for ad spend peaks and valleys.