Black Friday: How can publishers drive more ad revenue?

Sep 28, 2021 | Articles

Roberta

Roberta

Contributor

Both originated in the USA and celebrated some days after Thanksgiving, Black Friday and Cyber Monday are the beginning of the shopping season that ends with the Christmas sales. Year by year, they have been adopted all over the world.

These ‘celebrations’ are two of the important events of the year for retailers, but also for publishers. 

Why? Black Friday and Cyber Monday generate huge traffic spikes. This means higher ad revenue for publishers.

If you want to know more about this topic or if you have missed our article on how to increase ad revenue, you can check it out here.

But how can publishers prepare for the busiest season of the year?

How can Publishers benefit from Black Friday and Cyber Monday sales?

Get your website ready in advance

Even if both events are in November, people will start searching for presents some months before. So, don’t wait until the last minute, start working on your website now!

Create inspiring content

You can drive more traffic to your website by creating interesting content related to these events: From list of deals, to top ten things to buy. Your audience will certainly find this information useful and will look for more on your website.

Optimize sales strategy

Cyber Monday and Black Friday are golden days for retailers, but they can be very lucrative events also for publishers. Retailers are keen to pay more than usual for impressions, so publishers can boost their ad revenue and make the most of the entire shopping season, including the weeks before the events.

Try Directopub

If you want to optimize your sales strategy, you have an easy and practical tool that will help you monetize your ad space: Directopub.

Directopub is the only self-serve platform that enables publishers to fully automate sales, ad operations and creative management while offering total ad format flexibility.

If you haven’t tried it, you can do it here!

Review your pricing

According to cnbc.com and Adobe “In 2020 online sales reach $10.8 billion on Cyber Monday, the biggest U.S. e-commerce day ever”. Online shopping keeps growing and retailers want to stand out of the crowd and highlight their special offers. That’s why this is the right season for publishers to expect some of the highest CPM’s of the year.

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