{"id":12518,"date":"2025-01-14T10:42:54","date_gmt":"2025-01-14T09:42:54","guid":{"rendered":"https:\/\/refinery89.com\/?p=12518"},"modified":"2025-04-23T11:09:05","modified_gmt":"2025-04-23T09:09:05","slug":"sazonalidade-do-cpm","status":"publish","type":"post","link":"https:\/\/refinery89.com\/pt\/cpm-seasonality\/","title":{"rendered":"Por que o seu RPM est\u00e1 mais baixo? Entenda a sazonalidade do CPM"},"content":{"rendered":"

As esta\u00e7\u00f5es mudam e o CPM,<\/a>. Se voc\u00ea est\u00e1 lendo isso, provavelmente foi porque viu o CPM do seu site cair, mas antes de sair correndo, respire fundo e entenda que isso \u00e9 completamente normal. Especialmente em janeiro. Deixe-nos falar sobre uma coisinha chamada: Sazonalidade.<\/p>\n

 <\/p>\n

O que \u00e9 a sazonalidade do CPM? O que afeta o CPM?<\/strong><\/h2>\n

 <\/p>\n

Recapitulando rapidamente. CPM, ou Custo por Mil, \u00e9 o valor que os anunciantes pagam por cada mil impress\u00f5es de um an\u00fancio. \u00c9 uma das m\u00e9tricas que todo Publisher deve conhecer de cor, pois ajuda a entender o valor do seu invent\u00e1rio de an\u00fancios. O CPM oscila ao longo do ano por causa das mudan\u00e7as nas tend\u00eancias sazonais, e isso acaba impactando diretamente o seu RPM. <\/strong>Se voc\u00ea quer entender ainda mais sobre essas m\u00e9tricas, d\u00e1 uma olhada neste artigo e veja as diferen\u00e7as entre CPM e RPM.\u00a0<\/a><\/p>\n

O CPM \u00e9 determinado por um \u201cleil\u00e3o de segundo pre\u00e7o\u201d, que \u00e9 o segundo maior lance + 0,01. Isso significa que o volume de anunciantes buscando comprar espa\u00e7o publicit\u00e1rio afeta bastante o CPM. Quanto mais anunciantes estiverem tentando comprar invent\u00e1rio de an\u00fancios, maior ser\u00e1 o CPM. Por isso, durante as temporadas de menor demanda, o CPM tende a cair, enquanto ele dispara quando a demanda aumenta (ou seja, durante o Natal).<\/p>\n

Existem muitas (acredite, muitas) coisas que podem afetar o seu CPM. O pre\u00e7o do CPM \u00e9 determinado por v\u00e1rios fatores que voc\u00ea pode controlar, como a qualidade do seu site, e outros sobre os quais voc\u00ea n\u00e3o tem muito poder, como a quantidade de concorr\u00eancia por espa\u00e7o publicit\u00e1rio em um determinado per\u00edodo.<\/p>\n

 <\/p>\n

Padr\u00f5es de sazonalidade do CPM<\/strong><\/h2>\n

 <\/p>\n

A sazonalidade pode ter um grande impacto no seu RPM. Infelizmente, isso foge do controle de todo mundo, e o que voc\u00ea pode fazer para compensar \u00e9 manter seu site sempre otimizado, ficar de olho nos pre\u00e7os m\u00ednimos para garantir uma boa taxa de preenchimento mesmo quando o CPM tende a cair, e continuar entregando conte\u00fado de qualidade para manter o tr\u00e1fego fluindo! Aqui est\u00e3o alguns padr\u00f5es sazonais que voc\u00ea deve acompanhar de perto na sua estrat\u00e9gia:<\/p>\n

 <\/p>\n

\"CPM<\/p>\n

 <\/p>\n

Q1<\/strong><\/h3>\n

Gostou do CPM alto que teve no \u00faltimo Q4? Temos uma not\u00edcia dif\u00edcil para te dar, mas o CPM tende a cair no come\u00e7o do ano ap\u00f3s as festas de fim de ano. Esse fen\u00f4meno \u00e9 conhecido como \u201cblues de janeiro\u201d. As pessoas est\u00e3o com o bolso apertado depois de todas as compras da Black Friday e do Natal. Os anunciantes est\u00e3o investindo menos e focando no planejamento de suas campanhas para o ano. \u00c9 completamente normal que isso aconte\u00e7a nos primeiros meses, ent\u00e3o n\u00e3o h\u00e1 necessidade de entrar em modo de p\u00e2nico. Tempos melhores vir\u00e3o! Apenas mantenha os motores do seu site funcionando!<\/p>\n

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

Q2<\/strong><\/h3>\n

As coisas come\u00e7am a melhorar para os Publishers! No segundo trimestre do ano, voc\u00ea pode ver uma leve melhoria nos pre\u00e7os do CPM em compara\u00e7\u00e3o com o primeiro trimestre. Feriados como o Dia das M\u00e3es (na Europa, Brazil e nos EUA) e a P\u00e1scoa representam \u00f3timas oportunidades para os anunciantes aumentarem seu investimento em campanhas publicit\u00e1rias. Continue fazendo os ajustes necess\u00e1rios na sua estrat\u00e9gia de an\u00fancios, para n\u00e3o perder nenhuma receita potencial!<\/p>\n

 <\/p>\n

Q3<\/strong><\/h3>\n

O ver\u00e3o \u00e9 uma boa oportunidade para blogs de viagem. Muitas pessoas est\u00e3o pesquisando destinos, hot\u00e9is e voos. Al\u00e9m disso, h\u00e1 ocasi\u00f5es especiais durante essa temporada em que os CPMs tendem a atingir picos devido a eventos esportivos, como as Olimp\u00edadas de Ver\u00e3o<\/a> ou a Copa do Mundo<\/a>. Ent\u00e3o, aproveite essas situa\u00e7\u00f5es!<\/p>\n

O terceiro trimestre \u00e9 um momento muito conveniente para come\u00e7ar a se preparar para o per\u00edodo mais importante do ano: o famoso Q4. N\u00e3o deixe que ele te pegue de surpresa!<\/p>\n

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

Q4 <\/strong><\/h3>\n

O Q4 \u00e9 como a Copa do Mundo para um Publisher. \u00c9 o momento ideal para conquistar uma grande vit\u00f3ria. Esta temporada \u00e9 recheada com os maiores feriados de compras do ano: Black Friday, Cyber Monday, Natal... voc\u00ea escolhe. A enorme demanda por espa\u00e7o publicit\u00e1rio premium faz o CPM disparar. Os anunciantes est\u00e3o queimando seus or\u00e7amentos para o \u00faltimo trimestre do ano e lutando para colocar seus an\u00fancios diante do p\u00fablico perfeito. O Q4 \u00e9 a sua hora de brilhar como Publisher, ent\u00e3o atualize seus arquivos ads.txt<\/a>, poste conte\u00fado envolvente, use formatos de an\u00fancios de alto valor<\/a>, e aproveite a alta receita publicit\u00e1ria!<\/p>\n

 <\/p>\n

 <\/p>\n

O que voc\u00ea pode fazer para enfrentar a sazonalidade do CPM como um campe\u00e3o?<\/strong><\/h2>\n

 <\/p>\n

Quando as tend\u00eancias sazonais surgem, voc\u00ea pode antecipar as mudan\u00e7as e ajustar sua estrat\u00e9gia de an\u00fancios para atender \u00e0s suas necessidades. O CPM depende de muitos fatores, como a demanda e a concorr\u00eancia pelo espa\u00e7o publicit\u00e1rio. O que voc\u00ea pode fazer \u00e9 focar nas coisas que pode controlar: o seu site. Continue refinando seu site e sua estrat\u00e9gia de monetiza\u00e7\u00e3o de an\u00fancios para garantir que voc\u00ea est\u00e1 obtendo os melhores resultados o tempo todo.<\/p>\n

Algumas coisas que voc\u00ea pode fazer para deixar seu site pronto para brilhar incluem atualizar seu arquivo ads.txt, criar conte\u00fado seguro para marcas, utilizar formatos de an\u00fancios de alto valor bem posicionados e ter um parceiro de AdTech de primeira linha te apoiando! N\u00e3o tenha medo de pedir ajuda se precisar! Entre em contato com a Refinery89 e n\u00f3s vamos te ajudar a aproveitar ao m\u00e1ximo a situa\u00e7\u00e3o durante todo o ano! <\/a><\/p>","protected":false},"excerpt":{"rendered":"

Seasons change and so do CPM. If you are reading this, it\u2019s probably because you saw your website\u2019s RPM dip, but before you jump from your seat, take a deep breath and acknowledge that this is completely normal. Especially in January. Let us tell you about a little thing called: Seasonality.   What is CPM […]<\/p>\n","protected":false},"author":19,"featured_media":13558,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[131,22,1,12,20],"tags":[26,37,24,72,34,143],"class_list":["post-12518","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company-news","category-news","category-no-category","category-publishers","category-refinery-academy","tag-ad-monetization","tag-cpm","tag-programmatic-advertising","tag-publishers","tag-refinery-academy","tag-seasonality"],"yoast_head":"\nWhy is your RPM lower? 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