Maximizing revenue is a constant exercise for publishers and the holiday season is a golden opportunity for them to capitalize. Holiday seasons significantly increase advertising spends and consumer spending leading to publishers seeing an uptick in revenue. Publishers can leverage these periods of heightened consumer interest, increased purchasing activity, and greater advertising competition by strategically planning content and ad placements.
So how much of a difference in revenue can publishers expect around the holiday season? We dived into Google AdSense data and split it across different regions.
EMEA Publishers
Based on Google AdSense data analysed from 2023, Let’s break it down.
- EMEA publishers saw the highest growth in eCPM. EMEA Publishers witnessed a 53% rise in eCPMs last year which showcases strong demand from advertisers in this region around the holiday season.
- Click-through rates rose by 50% YOY hinting an increase in users interacting with ads.
- Smartphones and Tablet devices drove significant ad impressions and contributed to higher eCPMs. Tablet eCPMs specifically increased by 79%YOY.
- Best performing ad formats around the holiday season were In-feed ads, in-page ads, side rails and rewarded ads.
APAC Publishers
- APAC publishers experienced a 28% growth in their eCPMs over the holiday season.
- Click-through rates had a 34% increase.
- Tablets exhibited 64% eCPM growth YOY, whereas smartphone eCPMs grew at 34% YOY.
- Popular Ad Formats in the region were Anchor Ads, followed by In-Feed ads. Rewarded ads worked well for app publishers.
Americas Publishers
- Americas publishers experienced a 32% increase in eCPMs.
- Click-through rates were up by 40%.
- Tablet eCPMs grew at almost double the rate of mobile eCPMs, registering a 79% growth YOY compared to smartphones at 39% YOY.
- Top growing ad formats were In-feed ads, rewarded ads, and side rails that run alongside the main content.
Next Steps for Publishers
A key take away for publishers across the globe is to prioritize on mobile and tablet experience for their audience. These two device categories have shown the best growth both in terms of eCPM as well as CTRs. A responsive website that works well across popular screen resolutions would be a good starting point.
Tailoring ad formats for different screen sizes, and utilizing high-performing ad formats will go a long way to maximize your ad revenue around the holiday season. While these regional insights are a good starting point, analyze your user data to see what works best for them. Looking for custom optimizations for your website? YieldMonk can help.
