Traffic for the mobile game cross-promotion network Chartboost climbed on Thanksgiving day last week by nearly 50 percent in the U.S. and 20 percent in non-U.S. regions compared to traffic on an average Thursday.
Cost per install (CPI) also rose eight percent in non-U.S. regions when compared to a regular Thursday, while CPI dropped by two percent in the U.S. Chartboost attributed the lower CPIs in the U.S. to traffic that tends to see ad interstitials that have lower bids after users run through the high-bid inventory. Secondly, U.S. companies that already have a stronghold on the U.S. mobile gaming marketing had the day off of work so they weren’t available to optimize their campaigns throughout the day to capitalize on the traffic spike.
The company believes developers and marketers should plan ahead for their campaigns during Christmas time.
Chartboost compared Thanksgiving day on Nov. 22 to Thursdays from Oct. 4 to Nov. 22, using data from more than 8,000 iOS and Android games from its network.