Guide for Publishers to Maximize Revenue in the Holiday Season
Reading Time: 4 minutesThe holiday season is a time of joy. It is also a key time for businesses, brands, publishers, and advertisers worldwide. It is crucial for publishers for several reasons. Changes in consumer behavior, increased online activity, and higher ad spending drive it. This article explores the holiday season’s significance for publishers. It provides insights into effective content and ad strategies.
Why is the holiday season important for publishers?
The final quarter, October to December, sees a surge in revenue and advertising. Cost Per Mille (CPM) rates soar during Q4, remaining high throughout the winter months leading up to Christmas and New Year. This surge contributes to the revenue optimization for publishers. During the holidays, users are more likely to buy new products. Due to the traffic boost, advertisers find many high-intent users to show the ads to.
Not to mention, users are in a buying mood during such seasons. So, ads perform better than average then. Hence, the competition among advertisers increases, and CPMs shoot up, leaving publishers with a great opportunity to amplify their monetization during the holiday rush.
Here are some strategies to maximize revenue during the holiday season.
- In-depth audience segmentation- To tailor holiday content and campaigns, publishers must segment their audience. For last-minute shoppers, emphasize urgency and convenience. Use countdown timers and highlight quick shopping options. Content for bargain hunters should emphasize discounts and special offers. It should show value for money, with comparison guides.
- Optimize for mobile– User activity is at its peak during the holiday season. Whether it’s shopping or connecting with loved ones, you can expect users to be “always on” and “on the go.” Make the necessary changes to get your site performing well on mobile. Check loading time, image displays, CTA buttons, and responsiveness.
Also, publishers must focus on the best ad sizes and formats for different devices. For desktop, focus on these ad sizes: 728×90, 300×250, 336×280, 300×600, and 160×600. For mobile, use 320×100, 320×50, 300×250, and 300×100. This will improve your ads’ visibility and effectiveness.
- Keep users on your site for longer- RPM is also a crucial factor for publishers. It is the amount you earn from each visit to your site. If you can keep users on your site for longer, they will read more articles. They are then likely to view more ads, increasing your earnings. One way is to produce quality content. Also, improving user experience and site navigation can help.
- Try using video and non-standard ad formats- Non-standard ad formats help increase the average time spent on the website. They may also get more exposure and engagement from users.
Video ads are memorable and interactive. Their visuals boost engagement rates. You can place them in different areas of the website. Elements become visible immediately on page load or upon scrolling. Also, using video instead of static image ads can grab visitors’ attention more. This can increase CPM rates.
- Don’t be afraid to ask for help- Navigating the world of digital advertising can be complex. But remember that seeking expertise is not a sign of weakness—it’s strategic insight. Aggregators like VDO.AI use AI-based solutions. They aim to help you get the most from your ad budgets.
Other Initiatives
- Incorporate user-generated content- Encourage your audience to share holiday-themed content. This includes photos, stories, and reviews. User-generated content adds authenticity but also increases engagement.
- Keyword research + Analytics data- You can use tools like Google Trends to see which topics are trending. Use Google Analytics to review last year’s holiday trends. Check which landing pages got the most visits. Also, check which products sold the most and where your visitors came from.
- Embrace content diversity- Try different content formats. Use videos, podcasts, and interactive articles. This will cater to diverse audience preferences. By testing different formats, publishers can find what resonates with their audience. They can then optimize content accordingly.
Brands depend on the festive season for significant sales boosts. Recently, Vivek Srivatsa, Chief Commercial Officer, Tata Passenger Electric Mobility, Tata.ev spoke with exchange4media. He said that the upcoming festive season is going to be very busy for Tata Motors. This is not just about the automobile sector. The festive season influences every sector.At last, don’t just reach out to customers during the holidays! Maximizing sales during the holiday season requires careful planning and creativity. It also needs a deep understanding of your audience. Publishers can maximize the holiday season by using these strategies.
VDO.AI provides an extensive publisher suite to cater to all website and app monetization needs of publishers. With dynamic video ad formats, real-time insights, and VDO.AI Bidding Engine, we empower publishers with the advanced tools and techniques to witness exponential revenue growth. Contact us today to get a free consultation on how you can make this holiday season a big one.
