How will you market Q5?

'The what now?' I hear you say.

Apparently, according to Snap, Q5 is the period after Christmas till late January, when demand for ad inventory declines but consumers are still looking for good deals.

As per Snap:

"Starting on the last shipping date before Christmas, this oft-underutilized opportunity falls at the tail end of the peak shopping season cycle. And as supply chain disruptions persist and consumers grow hungrier for a better bargain amid uncertain economic times, it's becoming more common to ship items earlier in advance of Christmas."
Snap also points to the fact that the Q5 period continues to get longer every year, meaning that there is a huge window of opportunity for brands in this key period.

"Targeting Q5 would save brands money on their ad spend, but they would be reaching much bigger audiences as well, as Christmas Day particularly sees an enormous surge in mobile-device activation among Snapchatters along with app installs to get ready for the New Year. Q5 holds the highest consumer intent with self-improvement goals in health, wellness and fitness, finance, career, education, and hobbies, respectively.
The cost of reach falls in the latter part of the period around Christmas, but as Snap highlights, consumer interest remains relatively high and could be another aspect worth considering in your strategy.

And if you're taking all this into consideration, Snap has also presented a few 'golden rules' for Q5 marketing:

Diversify your ad formats - We know that multi-product campaigns drive better results. Increase efficiency and improve performance with multi-format delivery. Leverage the all-time high in app installs in Q5-Expand your targeting to reach new user demographics who might be looking for new apps for their "New year, new me — why not?" mindset.
We have the heavy lifting done for you. Dynamic Auto-Bidding: We help manage campaigns across Q5.
Measure what matters, iterate and optimize. What works can be identified using measurement tools; testing, learning, and then optimization of your ad campaign toward meeting desired objectives.
It might be a great consideration for your approach, especially, as Snap notes, given the high number of people installing new apps and checking out new features in the holiday period.

I mean, the addition of a whole other quarter probably sends chills down the spine of many marketers, but conceptually, it makes sense.