Every year, mobile marketers chase the holiday frenzy, pouring budgets into Black Friday and Cyber Monday. But the real growth edge often comes after the rush. Welcome to Q5, the post-holiday stretch from December 21 to February 10.
While inboxes quiet down and ad competition drops, users are still spending, exploring, and installing. At Aarki, we have found this so-called “quiet quarter” can deliver some of the lowest CPMs and strongest return on ad spend (ROAS) of the year. The difference? Knowing how to capture that attention while others are winding down.
What is Q5 and why does it matter for mobile marketers?
Q5 refers to the weeks immediately after the holiday season. It is not a formal quarter, but in mobile advertising, it is one of the most cost-efficient and impactful windows for scaling campaigns. This period is especially powerful for those who prepare early and execute strategically. Here is why:
- Ad costs drop significantly. CPMs can fall by 10 to 40 percent after the holidays [1]
- Purchase intent remains high. Users are shopping, activating devices, and installing new apps [2]
- Less competition creates efficiency. Many brands pause campaigns, opening up cheaper inventory [3]
- 2024 mobile ad spend hit $214 billion globally [4] with the right timing, this becomes an opportunity
Q5 mobile marketing strategies that work
Start early and ramp up before CPMs dip
Campaigns that begin scaling in mid-December tend to perform better during Q5. This approach allows you to exit learning phases, optimize creatives, and go into Q5 with momentum. Many marketers who reallocated late-Q4 budgets into early Q5 saw lower CPIs and more stable performance.
Mix user acquisition and re-engagement
Q5 is a prime window not only to acquire new users but also to re-engage those acquired in Q3 or Q4. After the holidays, many users return with new devices, free time, and promotional offers in mind. Blending UA with retargeting boosts retention and multiplies the value of earlier spend.
Update creative messaging for Q5 behavior
Q5 audiences are not shopping for gifts anymore. They are setting goals, trying new apps, and starting fresh routines. Performance creatives that reflect New Year themes, device activations, and goal setting tend to outperform evergreen messaging. Variant testing frameworks help you identify the top-performing assets quickly.
Optimize for privacy-first measurement
Q5 is the perfect time to refine your SKAN or AAK schemas. Focus on aligning creatives with conversion events, testing schema variants, and building out privacy-compliant post-install tracking. Even though data may be delayed or aggregated, clean signals now will pay dividends into Q1 and beyond.
Q4 vs Q5 performance comparison
Use this quick reference table to understand how Q5 differs from the high-competition Q4 holiday window:
What happens if you ignore Q5?
You fall behind. While some advertisers go dark, others are capturing undervalued impressions and high-intent users. The opportunity cost of sitting out Q5 is real with missed installs, lower efficiency, and a slower start to Q1.
Q5 Frequently Asked Questions
Why are ad costs lower during Q5?
Most big-budget advertisers pull back post-holidays. This creates less competition, which lowers CPMs and increases inventory availability [1].
Which app categories perform best during Q5?
Apps in health, finance, education, gaming, and shopping often benefit. These align with New Year’s goals, spending behavior, and seasonal interests.
What creative strategies work well?
Use messaging around starting fresh, saving money, or making life easier. Highlight features that support user goals in the new year.
Is Q5 only for UA, or does re-engagement work too?
Both. Re-engagement can be highly effective, especially with users acquired during holiday campaigns who need a reminder to return.
How do I track performance in a privacy-first world?
Use cohort-based metrics, conversion schemas designed for SKAN or AAK, and AI-powered creative optimization. Make sure your MMP setup aligns with current privacy standards.
Final thoughts
Q5 is not just a leftover stretch of the calendar. It is a golden window for performance marketers. It is when ad costs dip, user intent stays strong, and the savviest app marketers strike. Plan ahead, adapt quickly, and you can turn Q5 into your most efficient growth period of the year.
References
[1] https://naavik.co/digest/navigating-q5-mobile-uas-hidden-quarter/
[2] https://www.jampp.com/blog/unlocking-post-holiday-success-for-your-mobile-app-in-q5
[3] https://clearpier.com/blog/maximize-mobile-marketing-success-harness-the-power-of-q5
[4] https://www.fortunebusinessinsights.com/mobile-advertising-market-102496
EN 
KO 
ZH