We’re back with a new bi-weekly schedule for our digital media industry trends. This week, we’re looking at upward trends in advertiser spending and RPM and highlighting three things you can focus on right now to help grow your business.
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What’s happening with advertiser spending and RPMs?
The end of May is always a good time for digital advertising. In years past, we have always seen big upward trends in this time frame. Translation: RPMs climb through the end of May.
But this year, we didn’t want to make any assumptions due to the pandemic and current economic environment. We’re happy to report that our skepticism was misplaced, and the last two weeks of May have been strong across most AdThrive publishers.
Strong growth in May RPMs
While RPMs themselves are not at May 2019 levels, this year’s growth in RPMs from the beginning of May to the end of May was actually higher than last year’s. That’s a fantastic sign that more and more advertisers are coming back to the market, and specifically coming back to support premium publishers like AdThrivers.
Mobile RPMs, in particular, grew very quickly this month. Mobile traffic makes up the majority of traffic for many publishers’ popular posts, so strong growth there leads to higher overall revenue, which is another positive sign.
Growth in spend across large advertising categories for AdThrive publishers
We’re seeing a lot of strength in spend across some of the largest advertising categories as advertisers are regaining confidence.
Week-over-week, retailer, consumer packaged goods, food, health, and several other categories of advertisers grew more than 15%, which is a huge leap for just one week. These include large categories of ad buyers, so their increased spend is positive for sites in any content category — the rising tide lifts all boats.
If you didn’t see the news, AdThrive (via our publishers’ aggregate scale) is now the 12th largest property on the internet. The only companies larger than our community are major platforms (like Google and Facebook) and “omnichannel” publishers like Disney, CBS, and WarnerMedia.
Speaking of Disney, we were basically neck-and-neck with them, meaning that AdThrive is the same size as the aggregate scale of ABC, Disney Parks, Disney Movies, ESPN, Marvel, Lucasfilm, National Geographic, and many other of the worlds’ most iconic media brands — unbelievable!
Comscore (which ranks the largest web properties – just like Nielsen does for TV shows) is one of the main tools that advertisers use when they are planning their spending. So when they’re looking for the top media companies, the collective “we” of AdThrive is extremely high on the list!
Three things to do this week
1. Focus on SEO
The May Core Algorithm update shook a lot of things up in Google search results, but it finished rolling out last week and now we can all better understand its impact and the most likely factors at play.
It’s a good time to take stock of how your most important content was impacted (for better or worse) and identify a handful of SEO opportunities to focus on right now. You don’t need to do it all — pick 2-3 things to focus on this week.
Take advantage of AdThrive publishers’ free access to our partner HashtagJeff’s SEO Mastermind course and Facebook group where you can benefit from Jeff’s guidance and study, brainstorm, and collaborate with your fellow content creators.
And stay tuned for more audience development content from Hank soon here on the AdThrive blog.
2. Video, video, video
The AdThrive sticky video player is getting a whole new look this month, designed to help your readers engage with your video content even more. Videos will now display the video title — and on the Playlist video player, the title will link to the URL you specify for the video in your AdThrive dashboard.
You can also add closed caption files to your videos through the dashboard now, making your video content more accessible and reader-friendly.
Basically, there has never been a better time to put video content to work for your site! Having video on the page not only earns you more from high-paying video ads — it entices readers to pause and spend more time on page, boosting earnings for your viewable display ads as well. Talk to us about getting started with video (or ideas to optimize your site’s video strategy) today!
3. Sign up for AdThrive Summer Camp!
Each summer, we host a virtual Summer Camp program in the AdThrive Community Facebook group. It’s a five-week boot camp where the team shares weekly tips and resources to help you optimize your site to earn more. And it’s also a fun communal space for you to work together with your fellow AdThrive publishers.
What’s new at Summer Camp this year?
- Receive printable workbooks by email each week
- Tackle new RPM by Page challenges
- Get updated insights based on the latest industry trends
This year’s Summer Camp starts on June 8, where we’ll be sharing three new ways to use Google Analytics data to boost RPM. AdThrive Summer Camp is free and open to any current AdThrive publisher!