How do seasons affect online ad serving?A seasonal trend can be defined as the repetitive and predictable movement occurring during the same span of time on a year to year basis. Website traffic and online advertising results are affected during holidays such as Christmas and also during calendar seasons such as winter and summer. Some sites are affected with greater impact than other sites. For example, a site dedicated to selling flowers during Valentines day or a site dedicated to ski resorts in winter or summer. Other sites may have a minimal seasonal impact during the course of the year. Let’s take a bit of a closer look at what can be affected by the seasons:
Traffic numberLet’s imagine for a moment that you have a website that sells nothing but winter jackets and clothing. The number of people clicking on ads for your site is sure to drop when the summer months are upon us. Most people will be looking and clicking on ads that are related to sites that sell bikinis and other items that are aimed at fun in the sun. If you are going to choose a niche that is seasonal, you need to expect that there will be significant highs and lows.
AudienceThe way visitors act online changes during certain seasons. For example, visitors shopping online during Black Friday are more likely looking for deep discounts as compared to other times of the year. Hence, advertisements and sites dedicated to bargains will see an influx in views and clicks. On the other hand, a special day such as Valentine’s day will have a surge of visitors looking for impressive gifts, not so much bargain gifts, when they go online.
Extreme weatherYou are likely to see spikes in online activity during particularly cold winters, or even during tornado and hurricane seasons, as folks are more likely to be indoors doing their shopping online. Views and traffic will slide upwards during those seasonal periods on every site as visitors kill time in the comfort of their homes.
ProductsThe ad campaigns that do the best are those that market products that are in demand at that given time. This is why you will see a ton of ads for school supplies when the kids are getting ready to go back after summer vacation. This is something to keep in mind when creating a new ad campaign if you hope to see positive results.
PerformanceThe performance of ads is almost always down to a sense of urgency. The perfect example of that is a Black Friday ad running at the same time as an ad that sells a vacation package. People are aware that there is only a limited amount of time to act on the Black Friday deals, and that the holiday ad can wait for a little bit.
There are two very important things to take away from what has been described. First, when possible, cater your campaigns to take advantage of seasonal trends like Christmas, summer, special events like Black Friday. Consider what products viewers are after during such days or what can attract more attention. Second, be fully aware of such trends when you are analyzing campaign statistics so you do not overestimate or underestimate certain ads performance.
- Five common mistakes with seasonal advertising
"For everything, there is a season, and it is also true in advertising. For example, all major coffee chains offer iced drinks all year round, but it’s not until the summer season rolls around that they start to shift their advertising budget towards the marketing of those goods. " More
- How to survive on advertising if your business is seasonal?
"There are websites about every single subject under the sun, which is part of what makes the internet such a wonderful place to explore. In many cases, website owners will start a blog or page about a subject that is of great interest to them, with the problem being that said subject is completely seasonal. " More
- How does online advertising depend on weather conditions?
"The performance of online advertising depends on a number of different factors, but can you believe that the weather plays a part? When you think about it, the weather does have an effect on our mood and daily activities, so it really should not come as a surprise that we would be influenced by different types of ads depending on how we feel. " More
- What is ad serving?
- Five ideas for native advertising
- Five ideas for publishers to help their advertisers
- Why does an ad agency need an ad server?
- Pros and cons of having a dedicated landing page for each ad
- Why should you add video advertising to your website?