December 23, 2016 | Business | by Alexian Chiavegato

Keep calm and carry on writing content. We expect a dip in ad revenue after the holiday season. This is normal.

As the holiday season comes to a close, we expect Ad revenues to take a noticeable tumble. The good news is that you have nothing to worry about. This downwards trend is temporary and should recover to healthy levels within just a few weeks.

Typically, advertisers exhaust their winter holiday budgets in the run-up to the festive period. This unfortunately translates into lower revenues for publishers during the first quarter of each new year.

The graphs below track the value of advertising over the course of the holiday season through to the first week of February.

This data has been sourced from Marfeel’s proprietary Ad Network and shows eCPM levels decline rapidly after the 26th of December. eCPM is an industry standard metric which highlights the relationship between a publisher’s ad revenue earnings and number of impressions made.

trend-2016

As we expect the January 2017 trend to emulate that of January 2016, we want to make sure all our publishing partners are prepared.

Established Seasonality
This dip in ad revenue after the holiday season is followed by a steady climb through March, with another dip around August before rising again towards the end of the year.

Simple Advice
Remain focused and we will do the same. Continue to publish engaging content that your readers will love. Our premium advertising solution will work to optimise earnings and minimise the effect of these ‘Post Holiday Blues’.