The Tool Desk
Outbyte Driver Updater FREEFix the driver behind crashes, sound loss and screen glitchesFind Drivers →Outbyte PC Repair FREEClear out junk files and repair common Windows errorsFree Scan →Plan holiday campaigns around audience, shopping timing and the action you want people to take. Test seasonally relevant creative alongside formats that invite interaction—especially rewarded video and playable ads—but treat Unity’s survey findings as reasons to test, not proof of results. Unity’s latest holiday audience figures cited here are from a 2024 survey of U.S. adults, not current 2026 benchmarks.
What Unity’s holiday research says—and what it does not
Unity’s 2024 advertiser playbook reports results from a survey of 4,094 U.S. adults aged 18 and older. The figures describe respondents’ self-reported views and plans; they do not measure how much advertising caused purchases or predict campaign performance.
| Survey finding | What it can inform |
|---|---|
| 45% of Gen Z respondents said ads in mobile games influence their holiday gift purchases, compared with 32% of Millennials, 27% of Gen X and 16% of Baby Boomers+. | Consider audience cohort when planning message and placement tests; do not treat these responses as causal lift. |
| 38% said they were most likely to engage with rewarded video and playable ads; 33% selected offerwalls. Among Gen Z respondents, 42% favored playable ads and 40% offerwalls. | These interactive formats merit testing, particularly if the target includes younger adults. Preference is not evidence of installs, sales or return on ad spend. |
| 24% planned to buy most holiday gifts during Black Friday and Cyber Monday, 21% planned to shop throughout the year, and 12% planned to shop in December. | Use the mixed timing responses to motivate earlier campaign tests rather than assuming all shoppers concentrate purchases in one period. |
Source: Unity’s 2024 holiday advertiser playbook. These U.S. survey results should not be presented as universal or as a 2026 update.
How to plan a holiday campaign for mobile gamers
1. Set the audience and campaign outcome first
Define who the campaign should reach and what success means before selecting an ad format. For a game, that might mean installs or completion of a chosen in-game event; for a brand advertiser, it could be a purchase or another conversion. Choose the outcome that matches the campaign, then evaluate format and audience combinations against it rather than optimizing to engagement alone.
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2. Match creative to the seasonal moment
Develop creative that fits the holiday context and the audience, then test variations rather than relying on one seasonal message. Unity’s shopping-season guidance recommends multichannel planning and creative iteration. Its reported finding that advertisers tested twice as many creatives during holidays comes from Unity Playworks platform data in 2021–2022, not a current or cross-industry benchmark. Unity’s shopping-season strategies also discusses aligning the app-store page with the campaign so the next step after an ad feels consistent.
3. Test interaction levels instead of assuming a winner
Compare rewarded video, playable ads, offerwalls and other relevant placements in a controlled campaign plan. Rewarded video offers an explicit exchange: the player chooses to watch in return for an in-game reward. A playable ad lets people try a brief interactive experience. Offerwalls present a list of actions or offers, often with rewards. Their usefulness depends on the audience, the game or product, and the selected objective; Unity’s preference survey does not establish that any one format will outperform for every advertiser.
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4. Schedule tests across the shopping period
Unity’s 2024 survey found varied gift-shopping timing, including respondents planning to shop throughout the year as well as around Black Friday/Cyber Monday or in December. Use that as a reason to test creative and campaign timing before the peak, then monitor results during the period. Avoid treating the dated survey percentages as a forecast for this year’s shopping behavior.
Use Q5 as a distinct post-holiday test window
Unity defines Q5 as the period from the day after Christmas through mid-January. Its recommendation is to review Q4 performance, adapt creative for the new year and test campaign approaches such as playable formats, offerwalls, and campaign optimizers set to return on ad spend or a selected event. Those are Unity’s suggestions, not evidence that a particular optimizer or format guarantees better performance. See Unity’s Q5 strategies for mobile user acquisition.
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Unity reports that 36% of the same 4,094 U.S. adults aged 18+ expected to increase mobile gaming during the holidays, and 37% said they would play around one to two hours a day. These are dated survey responses, useful for motivating a post-holiday test but not a measured change in activity for all players.
Unity’s Q5 article also cites figures from other sources that should remain attributed to them: Meta data put post-holiday CPM averages 15% below October 1 levels, average CPA down 4%, and average CVR down 8%; the article does not establish those differences as causal effects. Aura from Unity, using Android data from June 2023 to June 2024, reported that 95% of users installed over 60% of their apps within the first 48 hours after unboxing a new device. These are contextual, attributed figures—not results from Unity’s 2024 holiday survey or universal guarantees.
Rank #4
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How to evaluate results without overreading the evidence
Compare campaigns on consistent terms: audience cohort, timing, placement or interaction type, creative version, and the outcome selected in advance. A format that wins on engagement may not win on purchases, installs or return on ad spend. Keep the comparison tied to the goal and audience actually tested.
Unity’s shopping-season article reports around a 35% lift in conversions during special offerwall promotions, but the cited passage does not specify a broader population or causal design. Unity also reports that U.S. game installs on Facebook surged threefold during Christmas week in 2021; both this and the holiday creative-testing figure draw on Unity Playworks platform data from 2021–2022. Treat these as historical platform-specific examples, not forecasts for current campaigns or other channels.
Quick Recap
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