The High and Low Seasons For Digital Publishers

Winter is Coming - The High and Low Seasons For Digital Publishers

Digital publishers, look outside. Wherever in the world you are, the temperature fluctuates with the season, and so does the traffic on your sites. Some months are excellent for your ad revenue and ad optimization, others – bad as a hell.

Watch out. The gold-digging season is back.

Right now for digital publishers, the hot season is approaching.

 Although, the summer months usually make digital publisher’s revenues freeze, this season was considerably generous to the publishing ecosystem. People did leave for the holidays for days, weeks, sometimes even months. They spent probably more time on things like surfing the ocean instead of surfing the web.

And yet, the publishers kept their income in the black.

 September is all about ‘back to school’ and back to business – especially for digital advertising. At that time of the year, it goes as a general rule that advertisers get a better reach of their target group, and publishers are over the moon with a higher number of pageviews and more advertisers. Campaigns start getting delivered in bigger volumes as media agencies and publishers try to get higher results. Especially since it’s the last month of the quarter.

Well, it’s is an excellent season until the end of December.

Bring up your forces and ad inventory for December, or else.

Although the upcoming December is excellent for digital advertising, on the northern hemisphere the most freezing time comes just after – in January. Unsurprisingly, this occurs because of the new annual perspective and budget planning taking place at the beginning of the year.

But that can depend on the country, where some places have other more crucial low points.

And let’s not forget that winter can sometimes come in summer, too. Not literally, but traffic sure does freeze for digital publishers then.

the high and low season_by Yieldbird

The highs and lows of digital advertising

It’s good to know when these low points and high points are taking place during the year. It’ll help you plan ahead and prepare your digital advertising accordingly.

So let’s take a look at our calendars and see which months are better or worse for digital publishers. The following agenda is based on the experience of the northern hemisphere, but many of the observations are universal. And some exceptions are pointed below.

Beginning of the autumn is a moment of great awaking. Winter, on the other hand, is a high time for digital publishers: nearly all brands want to be noticed.

The tradition of giving presents on Christmas, Hanukkah, Kwanzaa and/or New Year’s Eve is spread worldwide and that’s a great advertising trigger. It’s a pleasure to observe, how curves climb up on revenue charts.

But few days later this machine, that seemed to work nearly perfectly so far, gets jammed. That what happens at the first days of January. Even with ad optimization, there’s no way around it.

Less doesn’t mean more.

Everyone spends less time on their devices, so less time seeing your ads. Add to this lower levels of economic and political activity, meaning less news, it’s no wonder it’s such a bad time for your ad revenue.

In January, most advertisers and media agencies plan their budgets and media. This also leads to lower activity and ad revenue.

Things start to get better towards the end of January, but it’s still not looking great. Since January and February still have holidays for a lot of Europeans and North Americans, their activity and ad revenue is still pretty low. For example, in Russia and other Orthodox countries, Christmas takes place in January.

Stuff starts to really kick-off in March. It will continue to build from there and last until June. It’s a definite high season for digital publishers, so prepare all your forces and ad optimizers team for then.

It’s just a matter of time (and yield)

This schedule is for northern-Atlantic regions, like Europe and North America. But this pattern isn’t fully universal. For example, many Muslim areas celebrate Ramadan, and this month-long holiday has no recurring start or end date. It can get a bit messy. Just have a look at this table:

ramadan dates by Yieldbird

Another factor to consider is the timing of summer vacations, especially for schools, in different parts of the world. Even if countries are nearby regionally, they can have differing vacation dates (For example, German school holidays are from mid-June until mid-September, whereas in Poland it’s between July and August).

Furthermore, calendars in southern countries look much different. In Brazil, school holidays begin in December and finish towards the end of January. In southern India, they take place between April and June. And since school holidays are positively correlated with low seasons in the economy, that applies to digital advertising as well.

Other factors influencing digital advertising

Don’t give up all hope though! Low seasons are not necessarily dead seasons. Some specific products are advertised during these unusual times, mostly seasonal events. So things like New Year’s parties, final sales, tourist products, sport, cultural or political events,  etc.Many advertisers took an advantage to reach their audience on the occasions that receive a lot of attention.

Better yield management with the help of programmatic

The high and low seasons in digital advertising are natural things – it’s like cycles in the economy. So when they happen and you see your figures going down, don’t panic. Even if you do everything to prevent it, it’s still usually going to happen. It’s normal.

Just sit down, relax, wait for the good times to come soon and let your optimizing partner do job for you.

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This article was originally published on Dec 5, 2016.
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