Navigating the shifting tides of the advertising industry is akin to a seasoned mariner reading the sea’s ebbs and flows. Recognizing and adapting to the ad revenue seasonality can significantly impact a publisher’s revenue stream, guiding the course to greater profitability.


Understanding Ad Revenue Seasonality


The concept of ad revenue seasonality doesn’t align with the four climatic seasons but is intricately tied to recurrent yearly events. These events can range from cultural holidays like Christmas or Easter, commercial extravaganzas like Black Friday or Cyber Monday, to ad hoc events like the World Cup or presidential elections.

 However, it’s crucial to note that this understanding is based on a generalized view, reflecting the patterns observed with the proliferation of programmatic in the past 5-10 years. This trend is by no means a given however, certain years have shown to be outliers and 2023 to date appears to be one such period.

Unfortunately, the typically predictable ebb and flow of the ad seasonality seem to have flattened in 2023, leading to less pronounced fluctuations compared to previous years. A combination of economic strains, ongoing impacts of the COVID-19 pandemic, and geopolitical tensions have led to a reduction in advertising budgets. This contraction has unfortunately manifested in an overall market decline for publishers and advertisers alike.

While navigating through the year divided into four distinct quarters, each with its own set of characteristics, it’s vital to stay aware of these external factors. Although the future of 2023 remains uncertain, being cognizant of these global impacts allows for more agile and responsive strategies in the face of unexpected challenges.

At Waytogrow, we understand the evolving dynamics and are here to guide you through the four distinct quarters, each carrying its own set of characteristics:


Q1: This quarter resembles the stillness that follows a storm. After the fervor of Q4 advertising, this is a phase where advertisers retreat to plan and reallocate their budgets for the forthcoming year. But a silver lining emerges halfway into the quarter as programmatic channels begin compensating for the initial decrease in eCPMs.


Q2: This quarter mirrors the blossoming of spring, as advertisers start to spend their budgets more freely, heralding better revenue prospects for publishers. Yet, unexpected disruptions like a global pandemic can disturb this tranquil phase.


Q3: Imagine a scorching summer day when the beach is more enticing than browsing the web; this is Q3. During this phase, online activity cools down and so do ad expenditures. Publishers might experience a dip in July, but patience pays off as CPMs gradually start their ascent towards the end of this quarter.


Q4: Much like the chill of winter is warmed by holiday festivities, Q4 brings with it the thrill of heightened ad competition and revenue possibilities. CPMs increase steadily from September through to Christmas, marking this as the golden period for publishers.


Harnessing the Power of Ad Revenue Seasonality: A Strategic Approach


Understanding the seasonality is just one part of the journey. Equally crucial is knowing how to ride these waves to reach the shore of profitability. Here are some strategies to guide you through:


  1. Diversify Ad Formats: Embrace the spirit of exploration by experimenting with various ad formats. For instance, you might consider incorporating banner ads and video ads from Waytogrow to boost your ad revenue. However, maintaining a sense of equilibrium is crucial – the goal is to maximize ad placements without overwhelming or alienating your audience.
  2. Prioritize User Experience (UX): In the digital ocean, the compass that guides Google’s ranking algorithm is “page experience.” Ensuring your website is quick to load, mobile-friendly, and responsive can improve user experience and secure a favorable position in search results.
  3. Revitalize Existing Content: Just as the sea enjoys a rejuvenating high tide, search engines favor fresh, updated content. By regularly refreshing your existing content, you can improve your visibility and enjoy the tide of increased web traffic.
  4. Adopt Advanced Monetization Techniques: Q4 is akin to a high tide for premium advertisers. Leveraging this period using advanced monetization strategies such as header bidding can be immensely beneficial. For instance, Waytogrow’s video ads could be a perfect fit for this high competition period, ensuring you sell your ad inventory at the best possible price.
  5. Utilize Ad Refresh: The holiday season tends to extend users’ online time, providing an excellent opportunity for publishers to capitalize on this increased activity through refreshing ads. You can consider Waytogrow’s tools to achieve this, thereby maximizing the potential of your ad space.


As you sail through the vast sea of the ad world, understanding and strategically navigating ad revenue seasonality can set the course for a profitable journey. While the seas may occasionally be rough, Waytogrow is here to help you ride the waves and guide your vessel towards the golden horizon of success.

Interesting content? Test our knowledge in action and check, how we can monetize your website!

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