{"id":7352,"date":"2025-02-06T10:00:29","date_gmt":"2025-02-06T09:00:29","guid":{"rendered":"https:\/\/refinery89.com\/?p=7352"},"modified":"2025-02-06T09:53:45","modified_gmt":"2025-02-06T08:53:45","slug":"spadek-rpm-co-moga-z-tym-zrobic-wydawcy","status":"publish","type":"post","link":"https:\/\/refinery89.com\/pl\/q1-rpm-drop-what-publishers-can-do-about-it\/","title":{"rendered":"Q1 Spadek RPM: Co mog\u0105 z tym zrobi\u0107 wydawcy?"},"content":{"rendered":"

Czy znasz to uczucie spadania w \u017co\u0142\u0105dku, kiedy twoje wska\u017aniki, w szczeg\u00f3lno\u015bci CPM i RPM<\/a>, nagle spa\u015b\u0107? Po tym, jak \u015bwietnie si\u0119 bawili\u015bcie w IV kwartale, kiedy liczby szybowa\u0142y w g\u00f3r\u0119 i k\u0105pali\u015bcie si\u0119 w przychodach z reklam, ta radykalna zmiana w I kwartale mo\u017ce wydawa\u0107 si\u0119 szokuj\u0105ca.<\/p>\n

Do\u015bwiadczeni wydawcy, kt\u00f3rzy ju\u017c troch\u0119 na rynku siedz\u0105, poradz\u0105 ci, \u017ceby\u015b si\u0119 uspokoi\u0142 i poczeka\u0142, a\u017c wszystko wr\u00f3ci do normy, ale my tutaj na Refinery89<\/a> Wiemy, \u017ce siedzenie ze skrzy\u017cowanymi ramionami i obserwowanie, jak przychody z reklam spadaj\u0105, mo\u017ce by\u0107 trudne. Dlatego dzi\u015b przygotowali\u015bmy kilka strategii, kt\u00f3re pomog\u0105 Ci jak mistrz stawi\u0107 czo\u0142a niskim sezonowi na reklamy programatyczne!<\/p>\n

\u00a0\u00a0<\/span><\/p>\n

Jaki jest spadek RPM w pierwszym kwartale?<\/strong><\/h2>\n

 <\/p>\n

RPM sezonowy spadek<\/a> spadku przychod\u00f3w z reklam na tysi\u0105c wy\u015bwietle\u0144 stron, kt\u00f3ry zazwyczaj ma miejsce w styczniu. Wiele firm podlega sezonowym wahaniom, zw\u0142aszcza tych zwi\u0105zanych ze spo\u017cyciem d\u00f3br i tre\u015bci. Zainteresowanie konsument\u00f3w ro\u015bnie w okresie \u015bwi\u0105tecznym, a gor\u0105czka zakup\u00f3w windowuje CPM zapas\u00f3w reklamowych do nieba. Ale jak tylko ludzie wracaj\u0105 do swojej codzienno\u015bci, a ich konta bankowe przechodz\u0105 na diet\u0119, zainteresowanie konsumpcj\u0105 s\u0142abnie. Dla wydawc\u00f3w jest to \u017ar\u00f3d\u0142o nieustaj\u0105cej niepewno\u015bci.<\/p>\n

Niemniej jednak, nie tra\u0107my jeszcze zmys\u0142\u00f3w i przyjrzyjmy si\u0119 liczbom.<\/p>\n

Por\u00f3wnali\u015bmy RPM dw\u00f3ch wydawc\u00f3w o r\u00f3\u017cnych rozmiarach w okresie od grudnia 2023 do grudnia 2024 roku i obaj odnotowali spadek przychod\u00f3w z reklam w pierwszym kwartale.<\/p>\n

\"Q1<\/p>\n

\"Q1<\/p>\n

Jak wida\u0107 na wykresach, spadki w styczniu (zaznaczone na \u017c\u00f3\u0142to) wyst\u0119puj\u0105 niezale\u017cnie od poziomu obrot\u00f3w na minut\u0119. Jest to problem, z kt\u00f3rym wydawcy, zar\u00f3wno duzi, jak i mali, borykaj\u0105 si\u0119 rok po roku.<\/p>\n

Oznacza to, \u017ce spadek w pierwszym kwartale jest zjawiskiem powtarzalnym. Jest to cz\u0119\u015b\u0107 sezonowo\u015bci, nad kt\u00f3r\u0105 nie masz kontroli, wyst\u0119puj\u0105cej co roku mniej wi\u0119cej o tej porze. Zobaczmy, dlaczego tak si\u0119 dzieje.<\/p>\n

 <\/p>\n

\u00a0<\/span>Dlaczego RPM spada w pierwszym kwartale?<\/strong><\/h2>\n

 <\/p>\n

Spadek wydatk\u00f3w reklamowych po \u015bwi\u0119tach<\/b><\/h3>\n

Jak wspomnieli\u015bmy wcze\u015bniej, spo\u017cycie drastycznie spada w styczniu. Reklamodawcy maj\u0105 tendencj\u0119 do wydawania du\u017cych kwot w IV kwartale, szczeg\u00f3lnie w okresie \u015bwi\u0105tecznym, co prowadzi do wy\u017cszego wska\u017anika wype\u0142nienia reklam. Jednak wraz z rozpocz\u0119ciem I kwarta\u0142u reklamodawcy zazwyczaj zmniejszaj\u0105 swoje bud\u017cety, co powoduje p\u00f3\u017aniejszy spadek RPM dla wydawc\u00f3w.<\/p>\n

\u00a0<\/span><\/p>\n

Ocena wydajno\u015bci zapas\u00f3w reklamowych<\/b><\/h3>\n

Pocz\u0105tek roku to r\u00f3wnie\u017c czas, kiedy wiele marek dokonuje przegl\u0105du wynik\u00f3w konwersji i ROI swoich poprzednich kampanii reklamowych. Ten okres oceny mo\u017ce skutkowa\u0107 tymczasowym wstrzymaniem lub ograniczeniem wydatk\u00f3w na reklam\u0119.<\/p>\n

 <\/p>\n

Koniec roku bud\u017cetowego<\/b><\/h3>\n

Wiele firm ko\u0144czy rok obrotowy w grudniu, co prowadzi do ponownego skupienia si\u0119 na bud\u017cetowaniu i planowaniu w styczniu. Cz\u0119sto skutkuje to ponown\u0105 ocen\u0105 wydatk\u00f3w reklamowych przez reklamodawc\u00f3w i ich czasami zmniejszeniem.<\/p>\n

\u00a0<\/span><\/p>\n

Co mo\u017cna zrobi\u0107, gdy obroty spadaj\u0105?<\/strong><\/h2>\n

 <\/p>\n

Testuj nowe formaty reklam<\/strong><\/h3>\n

Nie ma lepszego czasu na przeprowadzenie test\u00f3w ni\u017c wtedy, gdy Twoja strona nie jest zat\u0142oczona odwiedzaj\u0105cymi i nie wymaga ci\u0105g\u0142ej uwagi i optymalizacji. Wysokowarto\u015bciowe formaty reklamowe<\/a> mog\u0105 unikalnie anga\u017cowa\u0107 u\u017cytkownik\u00f3w i generowa\u0107 wy\u017csze RPM. Testuj\u0105c i oceniaj\u0105c r\u00f3\u017cne formaty reklam, wydawcy mog\u0105 zidentyfikowa\u0107, co najlepiej rezonuje z ich odbiorcami i odpowiednio zoptymalizowa\u0107 swoje zasoby reklamowe. Aby mie\u0107 pewno\u015b\u0107, \u017ce Twoje reklamy przynios\u0105 najlepsze mo\u017cliwe rezultaty, Przestrzegaj tych najlepszych praktyk dotycz\u0105cych umieszczania reklam, zgodnie z zaleceniami naszego eksperta ds. operacji reklamowych, Germ\u00e1na Tinauta.<\/a><\/p>\n

\u00a0<\/span><\/p>\n

Optymalizuj swoje tre\u015bci<\/strong><\/h3>\n

Niezale\u017cnie od przeszk\u00f3d, jakie Google postawi Ci na drodze, wysokiej jako\u015bci tre\u015bci pozostaj\u0105 kr\u00f3lem. SEO<\/a>. Zapewniaj\u0105c optymalizacj\u0119 tre\u015bci i dopasowuj\u0105c je do oczekiwa\u0144 odbiorc\u00f3w, mo\u017cesz utrzyma\u0107 (a nawet zwi\u0119kszy\u0107!) ruch na swojej stronie, rekompensuj\u0105c tym samym spadek RPM. Opr\u00f3cz dopracowania strategii tre\u015bci, warto przyjrze\u0107 si\u0119 swoim Podstawowe wska\u017aniki internetowe<\/a> zawsze b\u0119d\u0119 robi\u0107 czyni cuda dla zdrowia Twojej strony.<\/a><\/p>\n

\u00a0<\/strong><\/p>\n

Popraw do\u015bwiadczenie u\u017cytkownika (UX) swojej witryny<\/strong><\/h3>\n

Do\u015bwiadczenie u\u017cytkownika jest priorytetem, je\u015bli chodzi o dbanie o swoj\u0105 stron\u0119 internetow\u0105. Strony wolno \u0142aduj\u0105ce si\u0119 lub zbyt inwazyjne formaty reklamowe mog\u0105 zwi\u0119kszy\u0107 wsp\u00f3\u0142czynnik odrzuce\u0144 Twojej witryny. Po tym, jak Google wprowadzi\u0142o Podstawowe wska\u017aniki internetowe<\/a>, sprawdzanie szybko\u015bci \u0142adowania strony, jej responsywno\u015bci i stabilno\u015bci, jednocze\u015bnie dbaj\u0105c o to, aby reklamy ulepsza\u0142y do\u015bwiadczenia u\u017cytkownika, jest dziecinnie proste. Zwr\u00f3\u0107 uwag\u0119 na to: lepsze UX mo\u017ce prowadzi\u0107 do wy\u017cszych wska\u017anik\u00f3w zaanga\u017cowania, kt\u00f3re pomog\u0105 zwi\u0119kszy\u0107 Twoje RPM. Poznaj strategie naszej g\u0142\u00f3wnej projektantki UX, Itziar Gil Hernando, na popraw\u0119 do\u015bwiadczenia u\u017cytkownika Twojej witryny<\/a>!<\/p>\n

 <\/p>\n

Dostosuj swoj\u0105 cen\u0119 minimaln\u0105<\/strong><\/h3>\n

Jest zwyczajowe i logiczne, aby zwi\u0119kszy\u0107 cena minimalna<\/a> i jak najlepiej wykorzysta\u0107 oferty reklamodawc\u00f3w, ale gdy sezon zaczyna s\u0142abn\u0105\u0107, optymalnym rozwi\u0105zaniem jest odpowiednie dostosowanie ceny minimalnej. Nasi eksperci zalecaj\u0105 obni\u017cenie jej o 10\u201320%, aby utrzyma\u0107 dobry wska\u017anik wype\u0142nienia reklamowego.<\/p>\n

 <\/p>\n

Kiedy robi si\u0119 trudno, nie przestawaj optymalizowa\u0107!<\/strong><\/h2>\n

 <\/p>\n

Spadek RPM w pierwszym kwartale jest trendem sezonowym i (jakkolwiek nieprzyjemne by to nie by\u0142o) wydawcy na ca\u0142ym \u015bwiecie borykaj\u0105 si\u0119 z nim od lat. Ci, kt\u00f3rzy pozostaj\u0105 elastyczni, priorytetowo traktuj\u0105c optymalizacj\u0119 tre\u015bci, popraw\u0119 UX i eksperymentowanie z r\u00f3\u017cnymi strategiami monetyzacji, b\u0119d\u0105 w najlepszej sytuacji, aby przeciwstawi\u0107 si\u0119 wszelkim spadkom RPM i zapewni\u0107 sta\u0142y wzrost.<\/p>\n

Droga do ulepszenia Twojej strategii monetyzacji reklam nie musi by\u0107 samotn\u0105 podr\u00f3\u017c\u0105! Mo\u017cesz liczy\u0107 na to, \u017ce w Refinery89 zajmiemy si\u0119 Twoim inventory reklamowym najlepiej, jak potrafimy, dzi\u0119ki najnowocze\u015bniejsza technologia, kt\u00f3ra zwi\u0119kszy Twoje zarobki i zoptymalizuje uk\u0142ad Twojej strony internetowej<\/a>!<\/p>\n

Jeste\u015bmy z Wami na ka\u017cdym kroku! Je\u015bli chcesz dowiedzie\u0107 si\u0119 wi\u0119cej o naszych rozwi\u0105zaniach i us\u0142ugach od jednego z naszych mened\u017cer\u00f3w ds. klienta, kt\u00f3ry m\u00f3wi w Waszym j\u0119zyku, skontaktuj si\u0119 z nami!<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Are you familiar with this sinking feeling in your stomach when your metrics, in particular CPM and RPM, suddenly drop? After having the time of your life in Q4, when numbers skyrocketed and you were showering in ad revenue, this radical change in Q1 can seem quite shocking. Those seasoned publishers who\u2019ve been around the […]<\/p>\n","protected":false},"author":12,"featured_media":12838,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[131,22,12,20],"tags":[24,72,40,35,143],"class_list":["post-7352","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company-news","category-news","category-publishers","category-refinery-academy","tag-programmatic-advertising","tag-publishers","tag-revenue","tag-rpm","tag-seasonality"],"yoast_head":"\nQ1 RPM drop: What can Publishers do about it? | Refinery89<\/title>\n<meta name=\"description\" content=\"\u00a0It's very common to notice a drop in RPM during Q1 after the holiday season. 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