Why Seasonality Matters for Publishers and Advertisers?

Just like any other business, digital publishing has it's highs and lows. Time of the year not only affects consumer's buying patterns but also media costs and effectiveness, which both influence the revenue flow.

It's the most profitable time of the year 🎶

As the Christmas season approaches, so does the opportunity to earn more for publishers - brands want to be seen and the competition is higher than ever, which means that getting most out of ad inventory should be publishers' number one priority.

Not all fairytales have to end

Despite the fact that December is the most profitable time of the year, publishers can significantly extend this period by analysing website's traffic and implementing cross-border monetization. Christmas, New year are the holidays that are celebrated globally, however the dates of these celebrations can differ. For example, many Orthodox countries celebrate Christmas in the beginning of January, which is used as an advantage by many advertisers.

Optimize, Optimize, Optimize

In the hottest season of the year (not literarily, unfortunately) the bid-density is high and eCPM increases greatly, so it is the best time to test smart optimization tools for publishers as the results will be more visible. Coherence is the key for excellent results - by allowing your ad tech partner to optimise your ad inventory, you can focus on generating traffic by keeping the readers engaged.