Turn the Q5 moment into sustained growth on TikTok
CONFIDENTIAL & PROPRIETARY
Q5 App and Software Playbook
2
2
Opportunities on TikTok
3 4
Q5 creates opportunity
TikTok creates advantage
Q5 Package
CONFIDENTIAL PROPRIETARY Confidential && Proprietary
Agenda
1
Own your Q5 moment
Accelerate the growth reset
TikTok Solutions
TikTok Q5 solutions unlocks outcomes
3
Growth reset.
CONFIDENTIAL & PROPRIETARY
Own your Q5 moment
Holiday momentum carries into Q5, renewing demand and monetization
4
Own your Q5 moment
You can shift from expensive peak-season shopping campaigns into more cost-efficient performance acquisition while auction conditions are favorable.
12/1/26
Q4 ‘25
CONFIDENTIAL & PROPRIETARY
Budget reallocation opportunity: Seize the Q5 1/31/27
Q5
Q1 ‘27
5
Q5 is a growth reset with demand and monetization opportunities continuing into the new year.
Source: Sensor Tower, January app and spend trends, 2026
12
%
Of mobile ad spend shift into January Above the 10.5% Feb-Dec average
CONFIDENTIAL & PROPRIETARY
Own your Q5 moment
Health and Wellness app
6
Sustained activity Holiday entertainment momentum carries into Q5, keeping users active and open to discovery and engage
Source: McKinsey An update on European consumer sentiment, June 2025
46
%
of consumers plan to keep their holiday spending in line with last yearʼs levels
CONFIDENTIAL & PROPRIETARY
Own your Q5 moment Own your Q5 moment
7
Own your Q5 moment
More efficient media buying Take advantage of the best post-holiday auction environment Lorem ipsum ● CPMs are expected to soften dolor sit amet, consectetur after the peak holiday period adipiscing elit, sed do eiusmod tempor consectetur adipiscing ● Lower media coststempor can create elit, sed do eiusmod an opportunity to acquire users more efficiently ● You can potentially stretch the same budget further or reinvest savings into additional acquisition
Scale user acquisition
Build momentum into Q1
Maximize Cost-Efficient Windows to Acquire More Users
Use Q5 as a growth bridge into the new year with more users, more learnings and proven strategies. Lorem ipsum
Q5 can be a time to increase Lorem ipsum acquisition volume, particularly dolor sit amet, consectetur when you have room to scale. adipiscing elit, sed do eiusmod tempor consectetur adipiscing With improved acquisition elit, sed do eiusmod tempor efficiency, Q5 is the time to lean in and capture incremental users, not just maintain spend.
dolor sit amet, consectetur ● Test newelit, acquisition strategies adipiscing sed do eiusmod tempor consectetur adipiscing ● Learn which performance elit, sed do eiusmod tempor products and optimization strategies work
CONFIDENTIAL & PROPRIETARY
Turn Q5 into your growth advantage
● Scale proven campaign as you enter Q1 next year
8
Maximise the advantages of TikTokʼs solutions with exclusive offer
CONFIDENTIAL & PROPRIETARY
Opportunity on TikTok
TikTok bridges you to users that remain equally if not more engaged during this season. You're not just reaching more people for less, you're reaching quality users that are ready to take action.
9
Opportunity on TikTok
Q5: A more efficient media window Post-holiday traffic dynamics can create an opportunity to reach and acquire Users more efficiently
Q5 Opportunity: 8 Dec 2025 31 Jan 2026
Oct 2025
Jan 2026
Nov 2025
Q5 opens up opportunities for brands in unexpected areas like fitness, finance, and gaming. These sectors are seeing increased traction on TikTok, as users start planning for the year ahead, making this period valuable for non-retail brands as well.
CONFIDENTIAL & PROPRIETARY
TikTok App and Software (EUI) CPM Trend
CPM drops after shopping season
Source: TikTok Platform Data, October 2025 January 2026
10
Opportunity on TikTok
More efficient cost per purchase in Q5 for
Fintech App CPA Trend
Oct 2025
Source: TikTok Platform Data, October 2025 January 2026
Nov 2025
CONFIDENTIAL & PROPRIETARY
Q5 Opportunity: 8 Dec 2025 31 Jan 2026
Jan 2026
11
Opportunity on TikTok
More efficient CPA in Q5 for
Social App CPA Trend
Oct 2025
Source: TikTok Platform Data, October 2025 January 2026
Nov 2025
CONFIDENTIAL & PROPRIETARY
Q5 Opportunity: 8 Dec 2025 31 Jan 2026
Jan 2026
12
Opportunity on TikTok
More efficient CPA in Q5 for
O2O App CPA Trend
Oct 2025
Source: TikTok Platform Data, October 2025 January 2026
Nov 2025
CONFIDENTIAL & PROPRIETARY
Q5 Opportunity: 8 Dec 2025 31 Jan 2026
Jan 2026
13
Opportunity on TikTok
More efficient cost per subscribe in Q5 for
Utility App CPA Trend
Oct 2025
Source: TikTok Platform Data, October 2025 January 2026
Nov 2025
CONFIDENTIAL & PROPRIETARY
Q5 Opportunity: 8 Dec 2025 31 Jan 2026
Jan 2026
14
On TikTok, youʼll find our audiences staying active and engaged well into Q5…
TikTok Marketing Science Global Custom Q5 Survey via AYTM, September 2023. (n=2240) TikTok Internal Data, EU5, October 2023
85% of users will spend the same or more time post-holiday using TikTok.
…Itʼs the perfect opportunity to grab their attention and make your next move.
CONFIDENTIAL & PROPRIETARY
Opportunity on TikTok
15
Opportunity on TikTok
4 in 5
users plan to sign up for at least 1 new service or activity in the Q5/New Year period¹
50
%
of users are likely to learn more about how to achieve their goals for the New Year on TikTok¹
CONFIDENTIAL & PROPRIETARY
The New Year, New Me opportunity lives on TikTok…
… From ‘New-Year Vision Boardsʼ to ‘Download Nowʼ, turn intent into real action. 1. TikTok Marketing Science Global Custom Q5 Survey via AYTM, September 2023. (n=2240)
16
Health & Wellness Audiences Have High Value on TikTok
113%
CONFIDENTIAL & PROPRIETARY
Opportunity on TikTok
Monthly Revenue per User TikTok-acquired users vs. other channels
Source: Adjust, Driving app performance on TikTok, 2024, EUI iOS
17
Utilities Audiences Have High Value on TikTok
281%
CONFIDENTIAL & PROPRIETARY
Opportunity on TikTok
Monthly Revenue per User TikTok-acquired users vs. other channels
Source: Adjust, Driving app performance on TikTok, 2024, MENA Android
18
Entertainment Audiences Have High Value on TikTok
93%
CONFIDENTIAL & PROPRIETARY
Opportunity on TikTok
Monthly Revenue per User TikTok-acquired users vs. other channels
Source: Adjust, Driving app performance on TikTok, 2024, MENA Android
19
Lifestyle Audiences Have High Value on TikTok
98%
CONFIDENTIAL & PROPRIETARY
Opportunity on TikTok
Monthly Revenue per User TikTok-acquired users vs. other channels
Source: Adjust, Driving app performance on TikTok, 2024, MENA Android
20
Opportunity on TikTok
From installs to in-app action, the TikTok community is all in on App engagement…
90%
Spending time with family or friends
85%
Using TikTok
73%
Downloading apps
64%
CONFIDENTIAL & PROPRIETARY
% of users likely to spend the same or more time post-holiday week versus a typical week:
Playing video games
… Seize the holiday downtime and boost App conversions. Source: TikTok Marketing Science Global Custom Q5 Survey via AYTM, September 2023. Base: TikTok users 18 (n= 2250
21
Drive always-on conversion while optimizing toward high-value users and outcomes
CONFIDENTIAL & PROPRIETARY
TikTok Solution
22
Key Solutions for Mobile Apps | Scale installs Advertisers looking to scale installs for the launch, while prioritizing paying-user acquisition.
App Campaign Optimization & Bidding Strategy
Spend Based Bidding (Week 1-4) Campaign Smart+
Bidding Strategy
App Install MAI
Maximum Delivery
Paying User Acquisition (30%)
Goal Based Bidding (Week 2-4)
Budget Tools
Creative Solutions
Optimization Goal
Optimization Goal In-App Event AEO
Optimization Goal
Bidding Strategy
Value Based Optimization VBO
Highest Value
Revenue Optimization (50%)
Bidding Strategy
Optimization Goal
Bidding Strategy
Cost Cap+ Maximum Delivery
Value Based Optimization VBO
Highest Value + Target ROAS
Goal-Based Budget Increase
Automated Creative Solution Creative+ Autoselect
Content Creation TikTok One Content Suite TikTok Symphony
Creative Ad Format TikTok Playables
Launch App Install campaigns to build a qualified user base quickly and at scale. Layer AEO campaigns to capture conversions from early adopters and create a strong base for optimization. Introduce Value-Based campaigns to acquire high value users. Maximise conversions with Maximum Delivery or Highest Value bidding for volume. Use Goal-Based Bidding to achieve precise CPA or ROAS targets. Activate the Goal-Based Budget tool with tROAS campaigns to unlock incremental conversions.
CONFIDENTIAL & PROPRIETARY
New Install Scaling (20%)
Leverage TikTok Creative Solutions to keep your ads fresh throughout the launch window. Use Creative Auto-select to constantly optimize towards highest-performing creatives, or engage Users with TikTok Playables for an interactive ad experience.
23
Example App Media Plan | New Title Launch Primary Goal: CPI
Tailored for App Advertisers with primary CPI goal
Secondary Goal: ROAS
App Installs
Paying Player Acquisition
Revenue Optimization
VBO Target ROAS
VBO Highest Value
VBO Highest Value
AEO Max Delivery
AEO Cost Cap
App Installs
AEO Maximum Delivery
AEO Max Delivery
AEO Max Delivery
App Installs Week 0
Maximise Scale
Week 1
Week 2
Objective
Build install base quickly at scale
Build conversion volume baseline & validate CPA targets
Maximise conversion volume & ROAS
Optimisation & Bidding Solutions
MAI App Installs
MAI AEO App Installs + Maximum Delivery
MAI AEO VBO Maximum Delivery + Highest Value
Week 3
Week 4
CONFIDENTIAL & PROPRIETARY
New Player Growth
Drive higher conversion volume and ROAS at efficient budget levels
AEO VBO Maximum Delivery + Cost Cap Bidding Highest Value + tROAS bidding
24
Key Solutions for Apps | Drive conversion & LTV Advertisers looking to optimize for CPI to scale, and use tROAS to prioritize higher-value outcomes across IAA and IAP New Install Scaling (30%)
Campaign Smart+
In-App Event
Bidding Strategy Maximum Delivery
Paying User Acquisition (30%)
Goal Based Bidding (Week 2-4)
Budget Tools
Creative Solutions
Optimization Goal
Optimization Goal In-App Event AEO
Optimization Goal
Bidding Strategy
Value Based Optimization VBO
Highest Value/ tROAS
Revenue Optimization (50%)
Bidding Strategy
Optimization Goal
Bidding Strategy
Cost cap + Maximum Delivery
Value Based Optimization VBO
Highest Value + Target ROAS
Goal-Based Budget Increase
Automated Creative Solution Creative+ Autoselect
Content Creation TikTok One Content Suite TikTok Symphony
Creative Ad Format TikTok Playables
Capture pre-holiday conversion demand, accelerate learning, and build a strong optimisation base. Focus delivery on acquiring high value purchasers and engagers by leveraging highest value bidding on ROAS based campaigns. Layer on additional tROAS bid campaigns across your IAA or IAP value optimisation setup, in order to deliver to your target ROAS users.
CONFIDENTIAL & PROPRIETARY
App Campaign Optimization & Bidding Strategy
Spend Based Bidding (Week 1-4)
Leverage TikTok Creative Solutions to keep your ads fresh throughout the launch window. Use Creative Autoselect to constantly optimize towards highest-performing creatives, or engage Users with TikTok Playables for an interactive ad experience.
25
Maximise the advantages of TikTokʼs solutions with exclusive offer
CONFIDENTIAL & PROPRIETARY
Q5 Package
26
Q5 Package
01. Ad Credit Incentives
02. Whiteglove Service
03. Performance Optimisation Resources
Scale your spend and earn more ad credits with our tiered incentive program as you hit higher growth milestones.
Priority support from TikTok HQ teams, proactive performance monitoring, quick troubleshooting and issue resolution during the critical Q5 window.
Stability-focused support and optimisation strategies, powering your campaigns with an additional competitive edge throughout Q5.
Limited slots available, reach out to your TikTok client representative for more information.
CONFIDENTIAL & PROPRIETARY
Maximise the advantages of TikTokʼs historically low CPM with exclusive benefits unlocked when you achieve growth milestones.
27
Eligibility Requirement Minimum average TikTok Daily Revenue >$10K USD
➔
P0: >$20K USD incremental TikTok daily revenue** P1: >$5K USD incremental TikTok daily revenue**
Sign up by 20 November 2026
P0
P1
Ad Credit Incentives
⭐
⭐
⭐
⭐
⭐⭐
⭐
Traffic strategies Higher potential traffic capabilities
Active ad spend for minimum 14 consecutive days during the Q5 window (1 Dec 2026 - 31 Jan 2027) ➔
Exclusive Q5 Package*
Backend Optimization Strategies and Product Features
Promotion Toggle Performance optimization features to maximize ad presence
Premium delivery
Budget Pacing Toggle Set delivery schedule to fit your campaign needs
⭐
⭐
Q5-exclusive Creative Formats Q5 seasonal ad styles
⭐
⭐
⭐⭐
⭐
Accelerated VIP support
High priority support
White-Glove Support
*Limited slots available, reach out to your TikTok client representative for more information. **'Incremental Revenue' is calculated based on ‘average TikTok daily revenue in Q5' versus 'average daily revenue in 30 Sep 2026 - 20 Nov 2026ʼ.
CONFIDENTIAL & PROPRIETARY
Q5 Package
28
Q5 Package
Ad Credit Incentive Rates*
Tier
Q5 Minimum Spend Commitment
Bronze
30%-50% PoP Growth**
Receive 10% Ad Credit on [30%-50% PoP Growth Value]
Silver
50%-70% PoP Growth**
Receive 10% Ad Credit on [30%-50% PoP Growth Value]; and Receive 20% Ad Credit on [50%-70% PoP Growth Value]
Gold
70%-90% PoP Growth**
Receive 10% Ad Credit on [30%-50% PoP Growth Value]; and Receive 20% Ad Credit on [50%-70% PoP Growth Value]; and Receive 40% Ad Credit on [70%-90% PoP Growth Value]
CONFIDENTIAL & PROPRIETARY
Ad Credit
*Limited slots available, reach out to your TikTok client representative for more information. **ʼPoP Growthʼ: Q5 2026 (1 Dec 2026 - 31 Jan 2027) vs Pre-Q5 2026 (30 Sep 2026 - 30 Nov 2026) 29
Introducing: Promotion Event Toggle TikTok has developed an invite-only event-support solution, designed to amplify the efficiency of App Promotion campaigns during key launch moments.
CONFIDENTIAL & PROPRIETARY
(whitelisting only)
This simple toggle in TikTok Ads Manager unlocks powerful, scenario-based optimizations for your important new title launches, maximizing performance stability. Turn it on when setting up App Promotion campaigns during Q5 to maximize delivery.
30
Introducing: Budget Pacing Controls Key Features ● Custom Delivery Control - set precise windows and allocations to maximize campaign delivery when matters most on gameday.
CONFIDENTIAL & PROPRIETARY
(whitelisting only)
● Flexible Flighting - schedule multiple custom delivery dates at once, all in one place. ● On Demand Activation - Add pacing controls to existing campaigns when needed, no need add new campaigns to schedule.
31
Introducing: Q5 Seasonal Ad Formats Eligible advertisers gain access to exclusive ‘Q5ʼ ad formats, such as Download Cards or Pop-out Showcase featuring a "New Game" label or thematic formats that make new titles stand out in users' feeds.
CONFIDENTIAL & PROPRIETARY
(coming soon on TTAM)
These exclusive ad formats are designed to increase discoverability, drive higher-quality installs, and build launch momentum faster during the crucial early growth phase. Advertisers are able to opt in/opt out at their discretion. 32
TikTok Solution
01
02
03
04 Optimise with confidence
Build the foundation
Automate execution
Fuel with creative
Better performance starts with better inputs. Build the foundation with TikTok-first setup and high-quality data connections.
Automation scales what works. Drive results more efficiently with AI-powered solutions like Smart+, which automate optimization.
Creative is the fuel for performance on TikTok. Use built-in solutions to scale your creatives and fully drive performance.
Measurement turns performance into confidence. Drive impact with measurement that helps you understand the full impact of your campaigns.
CONFIDENTIAL & PROPRIETARY
Get the Fundamentals right. Guide to campaign baseline setup.
Learn more about Fundamentals
33
CONFIDENTIAL & PROPRIETARY
Thank You! 34