As we wrap up July, we’re hopeful for continued industry growth in the second part of the year. Our sales team is working on new ways to help advertisers meet their goals in the AdThrive family of sites.
Some of the main trends we are seeing emerge: while the second half of the year starts off slow, some advertiser categories are growing right now, and although redirect ads are spiking across the industry, AdThrive publishers generally aren’t feeling the effects.
We also have two new resources to help you grow traffic and revenue. First, the AdThrive dashboard’s RPM by Page report has new metrics and we’ll walk you through each one in a helpful webinar. And, we’re kicking off our new Creativity & Data series to help you bring more strategic data to your content creation process.
Recent ad performance and news
AdThrive COVID-19 coverage
Click here to browse all of our posts about the effects of the Coronavirus pandemic on the digital media industry.
Our ad sales team unveiled a new sales deck to help advertisers direct their spending
Our sales team meets with anywhere from tens to hundreds(!) of advertisers in any given week, telling the story of the AdThrive network of sites. For the last six months, the team has been hard at work on rebuilding our pitch to advertisers, and this week they released our brand new sales pitch across the company.
We designed this new presentation to truly bring to life the quality of the creators we work with, and make sure that advertisers know that when they spend with us, they’re buying ads on the absolute best sites the open web has to offer.
The new presentation features some of the most impressive metrics and facts about AdThrive and our publishers:
- Comscore #12 ranked property in the US, with over 155 million monthly visitors
- #1 ranked in four separate verticals, and top 10 in three others
- Our network reaches 87 million people each month that Pinterest doesn’t
- Deep insights targeted to each advertiser
- And lots more!
Unpacking one cool insight:
AdThrive publishers’ audiences have a lot in common with Pinterest users: 70% of Pinterest users also visit AdThrive sites. But by advertising on the AdThrive family of sites, advertisers can put their message in front of an additional 87 million readers. That’s a whole lot of people seeking inspiration who could potentially purchase an advertiser’s product. And advertisers can reach those folks best by spending their money on AdThrive sites!
Our new sales presentation supercharges our team’s effort to bring the best special advertising deals ONLY to AdThrive publishers. The early feedback from our advertisers has been great so far and (assuming that current trends continue) sets us up well for a strong second half of the year.
Advertising trends in July
I’ve mentioned this in every trend report recently, but since many advertisers end their fiscal year (and campaigns) on June 30, July is one of the slowest months of the year. It typically takes a few weeks for new campaigns to start, but it takes even longer for advertisers to reoptimize campaigns and get them working at full steam.
July 2020 was no exception, but considering the lower starting point than July 2019 and the current economy, day to day and week to week trends were relatively stronger this year. We expect August to also be “fine but not great”, and in September, are hoping to see some real traction.
There is still significant risk that the economy could go south or advertisers could get very cautious again, as they did back in March, April and part of May. With the way things have been holding up so far, we’re hopeful they will continue to slowly increase spending.
Sports are one reason for optimism! Advertisers usually devote significant spending around sporting events. While some leagues are back, they have much shorter schedules right now and larger events like the Olympics are canceled or postponed. That money has to be spent somewhere, and digital advertising is an easy place for advertisers to redirect their budgets.
In July vs. June, some categories saw significant increases in advertiser spending:
- Retail, as retailers came back into the market after big pullbacks earlier this year
- Media & Entertainment, with the launch of platforms like HBO Max and NBC Peacock
- Home, as consumers continue to work on DIY projects
- Quick Serve Restaurants (for example, Panera Bread), with the reduced need for home cooking and consumers looking for easy meals outside of the home
July saw heavy redirect ad campaigns across the industry
Malvertising redirect campaigns are an unfortunate part of the advertising industry. Bad actors have only gotten more sophisticated with how they serve these obnoxious campaigns — focusing on timeframes like the weekend when they know companies are short-staffed and redirect ads are more likely to run in high volume, unchecked.
While we’ve seen redirect ad campaigns ramp up since the start of the pandemic this spring, July 2020 saw a marked increase, with extremely aggressive redirect campaigns coming through many different SSPs and DSPs (Supply Side and Demand Side platforms) each weekend.
Thanks to our partnership with Confiant, whose technology monitors and blocks bad ad impressions before they end up on the page, AdThrive publishers escaped the full brunt of these redirects. In fact, we received minimal reports of any redirect activity on AdThrive sites this month.
If you’re an AdThrive publisher and you do see any misbehaving ads on your site, please let us know so we can work closely with Confiant to fine-tune these filters and blocks and serve the highest-quality ads to your readers!
Take advantage of two new AdThrive resources
1. Unlock the full potential of page-level reporting
The RPM by Page report in the AdThrive dashboard is sporting even more data these days, with new CPM, impressions per pageview, ad viewability, and time on page metrics to help you fully unpack why each page earns the way it does.
Watch our RPM by Page webinar on-demand, where we’ll walk through the building blocks for each page’s ad earnings and how you can influence those factors to grow your revenue.
When your ad layout is fully optimized, page-level reporting is key to unlocking higher revenue for under-performing pages, putting more money in your pocket!
2. Introducing our new 7-part series, Creativity & Data
Do you ever feel like you need an inspirational kickstart for your content strategy?
Our new Creativity & Data course will help you dive deep into tangible, easy-to-implement ways to use data in your creative process — and translate that into growing your business.
Starting Monday, August 3, and running through Monday, October 26, we’ll share biweekly blog posts, videos, and downloadable workbooks with hands-on training for using Google Trends, keyword research, industry data, creativity hacks, and more to spark creative decision-making.
Sign up for Creativity & Data course emails and get each lesson delivered right to your inbox!