Unwrapping Seasonal Strategies: Where the Growth Lives Across Q4 and Q5

Moloco's 'Unwrapping Seasonal Strategies' report analyzes user behavior and ad-market dynamics across Q4 and Q5 holiday phases, from Diwali to Holi.
It identifies efficiency windows where engagement is high but costs low.
For gaming in the US, downloads surge late November and peak during Christmas/New Year, but CPMs peak pre-Black Friday, making the year-end holiday period most efficient, with ROAS up +32% (iOS) and +15% (Android).
In Korea, costs decline through December, with ROAS peaks of +25% to +32% around Christmas and pre-Lunar New Year.
Japan sees ROAS increases of +36% (iOS) and +60% (Android) during Christmas/New Year, and a spring holiday season around late March.
For social apps, US ARPPU peaks around every major holiday, yielding ROAS bursts of +100% to +217%.
In Korea, time spent increases in December, with ROAS +26% pre-Christmas/New Year.
Entertainment apps in the US see downloads rise pre-Thanksgiving and Christmas, but revenue peaks only during Christmas week, when costs drop, driving +88% ROAS.
The report advises a phased strategy: test in early Q4, then concentrate spend during identified high-efficiency windows, and extend into Q5 with retention campaigns.