Today, we’re looking at the latest buzz in ad spending — what we’re hearing from our ad partners and seeing across the AdThrive network. We’re celebrating another huge milestone for AdThrive publishers, and debuting an option for your sticky footer ad for maximum revenue.
Finally, if you’re looking for the highest-impact places to focus your efforts, we have three suggestions for your content this week…
AdThrive COVID-19 coverage
Click here to browse all of our posts about the effects of the Coronavirus pandemic on the digital media industry.
This week in advertising
We’re seeing continued growth in RPMs across the network. April started out relatively flat, and then in the third week we started to see positive movement. Since then, growth has begun to look a little more normal, and the trendline through the end of April and beginning of May is more like what we have seen in prior years. There’s still a long way to go, but the signs continue to be positive right now.
Home and technology advertisers are continuing to increase their spend this week. We’ve also seen big growth in the media and entertainment category, as streaming services and other media brands are spending more to acquire customers who are spending more time at home.
Interest in travel seems to have already hit its lowest point and is now beginning to see some early upward movement. We’re seeing this in slightly-increased advertising spend in the travel category, the first time since COVID-19 crushed that category in March. Travel spend was up 50% this week compared to last week, although that is from a very low base, so it still has a long way to go to get back to earlier trends.
What our sales team is hearing…
Our ad sales team is also hearing positive things from advertisers who have fiscal years starting on July 1. While still 1.5 months away, a lot of major companies start their advertising spending at the beginning of their fiscal years, and they are planning future campaigns, just like in years past. July ad spending typically starts slowly, but this is another encouraging sign that these major buyers are planning like they have before.
Other things our team is focused on right now…
And while we’re all still dealing with the economic fallout of the coronavirus pandemic, time isn’t standing still and many other important trends are continuing on. Google is still moving ahead with the end of third-party cookies. Our team is intimately involved in the process of creating industry replacements for cookies, to ensure that advertising on AdThrive sites continues to grow and thrive, long into the future!
AdThrive publishers reach number 12 in Comscore!
This week, April Comscore numbers show AdThrive publishers jumping up to number 12 overall! That means that, collectively, we are larger than Paypal, Meredith, or USA Today, and virtually tied with The Walt Disney Company.
Comscore is a tool advertisers use to measure the size of partners and decide where to spend their money. The larger our community of highest-quality digital publishers grows, the more sway we hold in the industry as a whole. In this time of consolidation and optimization, advertisers want to work with fewer, larger partners.
Together, AdThrive publishers are one of the strongest, safest places they can spend their money!
A new option for your sticky footer ad can boost revenue
With decreased advertiser spending, we know everyone is looking for ways to improve revenue. We rolled out a simple option to turn off the close button for your sticky footer ad, potentially keeping that ad on screen for longer by removing the ability for users to close it out.
Early testing shows a noticeable increase in sticky footer ad impressions, which can translate to a few percentage gains in overall RPM.
Honestly, we don’t love the user experience that a non-closable sticky footer ad creates and advise caution adopting this setting. That being said, it is available if you’re interested. Just let us know and we’ll turn off the sticky footer ad close button for your site.
This week’s tips for your content
1. Your readers are looking for things to celebrate
A cool tidbit from our data team:
The beginning of May marked the biggest traffic volume ever for Cinco de Mayo content and all things Mexican food and drink!
People are navigating a back and forth swing of emotions these days and are eager to indulge, escape, and celebrate. Celebrations will look different this year, but giving them something to plan for and look forward to meets that desire!
Whether it be old-fashioned lemonade recipes, creative alternatives to parades, or DIY backyard games, we’re also anticipating over-the-top demand for Memorial Day and July 4th content. Get ready now!
2. Focusing on social media could hold greater ROI right now
For the last few years, eMarketer shows that daily social media use has stayed fairly stable with adults averaging 76–78 minutes per day on social platforms. While they expected 2020 to hold that same pattern, stay-at-home orders have sent that average up seven minutes so far this year!
Which platforms are your readers spending the most time on? Instagram, Snapchat, and Facebook, with Instagram seeing the biggest increase as readers spend four extra minutes per day on average, looking to be informed, inspired, or distracted.
If you need ideas for what readers are spending those extra minutes on and how to capture their interest, use the lifestyle insights from our vertical webinar series…
3. Understand how your readers’ lifestyles are changing these days
To say that lifestyles have changed a lot lately would be a massive understatement. But how exactly? And how will those trends transition as states start to open up?
Check out AdThrive’s Life and Lifestyle webinar replay in the AdThrive Facebook group to dig into current trends in fashion, money management, creative connections, furry friends, sports and entertainment, and more.