{"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":"q1-queda-de-rpm-o-que-as-editoras-podem-fazer-a-respeito","status":"publish","type":"post","link":"https:\/\/refinery89.com\/pt\/q1-rpm-drop-what-publishers-can-do-about-it\/","title":{"rendered":"Q1 Queda de RPM: O que os publishers podem fazer a respeito?"},"content":{"rendered":"

Voc\u00ea est\u00e1 familiarizado com essa sensa\u00e7\u00e3o de aperto no est\u00f4mago quando suas m\u00e9tricas, em particular CPM e RPM<\/a>, cair repentinamente? Depois de ter aproveitado ao m\u00e1ximo o 4\u00ba trimestre, quando os n\u00fameros dispararam e voc\u00ea estava nadando em receita de an\u00fancios, essa mudan\u00e7a radical no 1\u00ba trimestre pode parecer bastante chocante.<\/p>\n

Aqueles editores experientes que j\u00e1 viram de tudo lhe dir\u00e3o para ter calma e esperar as coisas voltarem ao normal, mas n\u00f3s aqui da Refinery89<\/a> Saiba que pode ser dif\u00edcil ficar de bra\u00e7os cruzados observando a sua receita de an\u00fancios ir ladeira abaixo. \u00c9 por isso que hoje estamos preparados com algumas estrat\u00e9gias em m\u00e3os para ajudar voc\u00ea a enfrentar a baixa temporada de publicidade program\u00e1tica como um campe\u00e3o!<\/p>\n

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

Qual \u00e9 a queda de RPM do primeiro trimestre?<\/strong><\/h2>\n

 <\/p>\n

RPM lan\u00e7amento sazonal<\/a> \u00e9 uma redu\u00e7\u00e3o em sua receita de an\u00fancios por mil visualiza\u00e7\u00f5es de p\u00e1gina que geralmente acontece em janeiro. Muitas empresas est\u00e3o sujeitas a altos e baixos sazonais, especialmente aquelas ligadas ao consumo de bens e conte\u00fado. O interesse dos consumidores cresce em torno dos feriados, e as frenesias de compras elevam o CPM do invent\u00e1rio publicit\u00e1rio \u00e0s alturas. Mas assim que as pessoas voltam \u00e0 rotina e suas contas banc\u00e1rias est\u00e3o de dieta, o interesse pelo consumo diminui. Para os editores, \u00e9 uma fonte de constante incerteza.<\/p>\n

No entanto, n\u00e3o vamos perder a cabe\u00e7a ainda e vamos olhar para os n\u00fameros.<\/p>\n

Comparamos o RPM de duas editoras de tamanhos diferentes ao longo do per\u00edodo de dezembro de 2023 a dezembro de 2024, e ambas apresentaram uma queda na receita de an\u00fancios no primeiro trimestre.<\/p>\n

\"Q1<\/p>\n

\"Q1<\/p>\n

Como podemos ver nos gr\u00e1ficos, as quedas de janeiro (marcadas em amarelo) ocorrem independentemente da sua taxa de RPM. \u00c9 um problema que tanto editores grandes quanto pequenos precisam lidar ano ap\u00f3s ano.<\/p>\n

Isso significa que a queda no primeiro trimestre \u00e9 um evento recorrente. Faz parte de um padr\u00e3o de sazonalidade que est\u00e1 fora do seu controle e que ocorre nesta \u00e9poca todos os anos. Vamos ver por que isso acontece.<\/p>\n

 <\/p>\n

\u00a0<\/span>Por que o RPM cai no primeiro trimestre?<\/strong><\/h2>\n

 <\/p>\n

Queda nos gastos com publicidade p\u00f3s-feriado<\/b><\/h3>\n

Como mencionamos anteriormente, o consumo cai drasticamente em janeiro. Os anunciantes tendem a gastar muito no quarto trimestre, especialmente durante a temporada de festas, levando a uma taxa de preenchimento de an\u00fancios mais alta. No entanto, com o in\u00edcio do primeiro trimestre, os anunciantes geralmente reduzem seus or\u00e7amentos, provocando uma queda subsequente no RPM para os editores.<\/p>\n

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

Avalia\u00e7\u00e3o de desempenho de invent\u00e1rio de an\u00fancios<\/b><\/h3>\n

O in\u00edcio do ano tamb\u00e9m \u00e9 quando muitas marcas revisam o desempenho de convers\u00e3o e ROI de suas campanhas publicit\u00e1rias anteriores. Esse per\u00edodo de avalia\u00e7\u00e3o pode resultar em uma pausa ou redu\u00e7\u00e3o tempor\u00e1ria nos investimentos em publicidade.<\/p>\n

 <\/p>\n

Or\u00e7amento de fim de ano fiscal<\/b><\/h3>\n

Muitas empresas encerram seus anos fiscais em dezembro, levando a um foco renovado em or\u00e7amento e planejamento em janeiro. Isso muitas vezes resulta em anunciantes reavaliando e, \u00e0s vezes, reduzindo seus gastos com publicidade.<\/p>\n

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

O que voc\u00ea pode fazer quando os RPMs caem?<\/strong><\/h2>\n

 <\/p>\n

Testar novos formatos de an\u00fancio<\/strong><\/h3>\n

N\u00e3o h\u00e1 momento melhor para rodar alguns testes do que quando seu site n\u00e3o est\u00e1 lotado de visitantes e precisa de aten\u00e7\u00e3o e otimiza\u00e7\u00e3o constantes. Formatos de an\u00fancios de alto valor<\/a> podem engajar usu\u00e1rios de forma \u00fanica e produzir um RPM mais alto. Ao testar e avaliar diversos formatos de an\u00fancio, os publishers podem identificar o que melhor ressoa com seu p\u00fablico e otimizar seu invent\u00e1rio de an\u00fancios de acordo. Para garantir que seus an\u00fancios obtenham o melhor resultado poss\u00edvel, siga estas pr\u00e1ticas recomendadas para posicionamento de an\u00fancios recomendadas pelo nosso especialista de AdOps, Germ\u00e1n Tinaut.<\/a><\/p>\n

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

Otimize seu conte\u00fado<\/strong><\/h3>\n

Conte\u00fado de qualidade continua sendo rei, n\u00e3o importa os obst\u00e1culos que o Google coloque em seu caminho Otimiza\u00e7\u00e3o para motores de busca<\/a>. Ao garantir que seu conte\u00fado esteja otimizado e alinhado com o que seu p\u00fablico deseja, voc\u00ea pode manter (ou at\u00e9 aumentar!) o tr\u00e1fego do seu site, compensando parte da queda do RPM. Al\u00e9m de lapidar sua estrat\u00e9gia de conte\u00fado, confira seu Core Web Vitals<\/a> sempre farei milagres para a sa\u00fade do seu site.<\/a><\/p>\n

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

Melhore a experi\u00eancia do usu\u00e1rio (UX) do seu site<\/strong><\/h3>\n

A experi\u00eancia do usu\u00e1rio \u00e9 uma prioridade m\u00e1xima quando se trata de cuidar do seu site. P\u00e1ginas com carregamento lento ou formatos de an\u00fancio muito intrusivos podem aumentar as taxas de rejei\u00e7\u00e3o do seu site. Depois que o Google introduziu o Core Web Vitals<\/a>, e examinar a velocidade de carregamento, a capacidade de resposta e a estabilidade do seu site, garantindo ao mesmo tempo que os an\u00fancios aprimorem a experi\u00eancia do usu\u00e1rio, \u00e9 moleza. Observe isto: uma melhor experi\u00eancia do usu\u00e1rio pode levar a taxas de engajamento mais altas que ajudam a aumentar seu RPM. Aprenda algumas estrat\u00e9gias com nossa l\u00edder de UX, Itziar Gil Hernando, para melhorar a experi\u00eancia do usu\u00e1rio do seu site<\/a>!<\/p>\n

 <\/p>\n

Ajuste seu pre\u00e7o m\u00ednimo<\/strong><\/h3>\n

\u00c9 costume e l\u00f3gico aumentar o pre\u00e7o m\u00ednimo<\/a> e tirar o m\u00e1ximo proveito dos lances dos anunciantes, mas assim que a temporada come\u00e7a a perder for\u00e7a, a melhor op\u00e7\u00e3o \u00e9 ajustar o pre\u00e7o m\u00ednimo de acordo com a situa\u00e7\u00e3o. Nossos especialistas recomendam uma redu\u00e7\u00e3o de 10 a 20% para manter uma boa taxa de preenchimento de an\u00fancios.<\/p>\n

 <\/p>\n

Quando as coisas ficarem dif\u00edceis, n\u00e3o pare de otimizar!<\/strong><\/h2>\n

 <\/p>\n

A queda do RPM no primeiro trimestre \u00e9 uma tend\u00eancia sazonal e (por mais desagrad\u00e1vel que seja) editores do mundo todo enfrentam isso h\u00e1 anos. Aqueles que permanecerem \u00e1geis, priorizando a otimiza\u00e7\u00e3o de conte\u00fado, melhorando a UX e experimentando diversas estrat\u00e9gias de monetiza\u00e7\u00e3o estar\u00e3o em melhor posi\u00e7\u00e3o para resistir a qualquer queda de RPM e garantir o crescimento constante.<\/p>\n

O caminho para melhorar sua estrat\u00e9gia de monetiza\u00e7\u00e3o de an\u00fancios n\u00e3o precisa ser um que voc\u00ea percorre sozinho! Voc\u00ea pode contar conosco na Refinery89 para cuidar do seu invent\u00e1rio de an\u00fancios da melhor forma com tecnologia de ponta para aumentar seus ganhos e otimizar o layout do seu site<\/a>!<\/p>\n

N\u00f3s daremos suporte a voc\u00ea em todas as etapas! Se voc\u00ea quiser saber mais sobre nossas solu\u00e7\u00f5es e servi\u00e7os com um de nossos gerentes de conta que fala o seu pr\u00f3prio idioma, Entre em contato conosco!<\/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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