{"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":"s1-hur-forlag-kan-agera-mot-minskande-rpm","status":"publish","type":"post","link":"https:\/\/refinery89.com\/sv\/q1-rpm-drop-what-publishers-can-do-about-it\/","title":{"rendered":"Q1 RPM-fall: Vad kan f\u00f6rl\u00e4ggare g\u00f6ra \u00e5t det?"},"content":{"rendered":"

\u00c4r du bekant med den h\u00e4r sjunkande k\u00e4nslan i magen n\u00e4r dina m\u00e4tv\u00e4rden, s\u00e4rskilt CPM och RPM<\/a>, pl\u00f6tsligt sjunka? Efter att ha haft den b\u00e4sta tiden i ditt liv under Q4, n\u00e4r siffrorna sk\u00f6t i h\u00f6jden och du badade i reklamint\u00e4kter, kan denna radikala f\u00f6r\u00e4ndring i Q1 verka ganska chockerande.<\/p>\n

De erfarna f\u00f6rl\u00e4ggarna som har varit med ett tag kommer att s\u00e4ga \u00e5t dig att lugna ner dig och v\u00e4nta tills saker och ting \u00e5terg\u00e5r till det normala, men vi h\u00e4r p\u00e5 Refinery89<\/a> Vi vet att det kan vara tufft att sitta med armarna i kors och se dina annonsint\u00e4kter resa s\u00f6derut. D\u00e4rf\u00f6r har vi idag kommit f\u00f6rberedda med n\u00e5gra strategier i beredskap f\u00f6r att hj\u00e4lpa dig att bem\u00f6ta l\u00e5gs\u00e4songen f\u00f6r programmatisk annonsering som ett proffs!<\/p>\n

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

Vad \u00e4r Q1 RPM-fallet?<\/strong><\/h2>\n

 <\/p>\n

RPM s\u00e4songsavslutning<\/a> \u00e4r en nedg\u00e5ng i era annonsint\u00e4kter per tusen sidvisningar som vanligtvis sker i januari. M\u00e5nga f\u00f6retag \u00e4r ben\u00e4gna att s\u00e4songsbetonad upp- och nedg\u00e5ng, s\u00e4rskilt de som \u00e4r kopplade till varu- och inneh\u00e5llsf\u00f6rbrukning. Konsumenternas intresse v\u00e4xer kring helgdagar och shoppingrusningar driver upp annonslagerets CPM till skyarna. Men s\u00e5 fort folk \u00e4r tillbaka till sina rutiner och deras bankkonton bantas, avtar intresset f\u00f6r konsumtion. F\u00f6r utgivare \u00e4r det en k\u00e4lla till st\u00e4ndig os\u00e4kerhet.<\/p>\n

L\u00e5t oss \u00e4nd\u00e5 inte tappa fattningen riktigt \u00e4n och titta p\u00e5 siffrorna.<\/p>\n

Vi har j\u00e4mf\u00f6rt RPM f\u00f6r tv\u00e5 utgivare av olika storlek under perioden december 2023 till december 2024, och b\u00e5da visade en nedg\u00e5ng i annonsint\u00e4kter under Q1.<\/p>\n

\"Fr\u00e5ga<\/p>\n

\"Fr\u00e5ga<\/p>\n

Som vi kan se i graferna intr\u00e4ffar januarif\u00f6rs\u00e4mringen (markerad med gult) oavsett din RPM-niv\u00e5. Det \u00e4r ett problem som b\u00e5de stora och sm\u00e5 utgivare f\u00e5r hantera \u00e5r efter \u00e5r.<\/p>\n

Detta inneb\u00e4r att nedg\u00e5ngen i Q1 \u00e4r en \u00e5terkommande h\u00e4ndelse. Det \u00e4r en del av ett s\u00e4songsm\u00f6nster utanf\u00f6r din kontroll som upplevs vid denna tidpunkt varje \u00e5r. L\u00e5t oss se varf\u00f6r detta h\u00e4nder.<\/p>\n

 <\/p>\n

\u00a0<\/span>Varf\u00f6r sjunker RPM under Q1?<\/strong><\/h2>\n

 <\/p>\n

Minskning av annonsutgifter efter helgerna<\/b><\/h3>\n

Som vi n\u00e4mnde tidigare sjunker konsumtionen drastiskt i januari. Annons\u00f6rer tenderar att spendera mycket under Q4, s\u00e4rskilt under h\u00f6gtiderna, vilket leder till en h\u00f6gre fyllnadsgrad f\u00f6r annonser. Men n\u00e4r Q1 b\u00f6rjar brukar annons\u00f6rer minska sina budgetar, vilket provocerar en efterf\u00f6ljande nedg\u00e5ng i RPM f\u00f6r utgivare.<\/p>\n

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

Prestandautv\u00e4rdering av annonsutrymme<\/b><\/h3>\n

B\u00f6rjan av \u00e5ret \u00e4r ocks\u00e5 n\u00e4r m\u00e5nga varum\u00e4rken reviderar sina tidigare annonskampanjers konverterings- och ROI-prestanda. Denna utv\u00e4rderingsperiod kan resultera i en tillf\u00e4llig paus eller minskning av annonsk\u00f6p.<\/p>\n

 <\/p>\n

Budgetering vid r\u00e4kenskaps\u00e5rets slut<\/b><\/h3>\n

M\u00e5nga f\u00f6retag avslutar sitt r\u00e4kenskaps\u00e5r i december, vilket leder till ett f\u00f6rnyat fokus p\u00e5 budgetering och planering i januari. Detta resulterar ofta i att annons\u00f6rer omv\u00e4rderar och ibland minskar sina annonsutgifter.<\/p>\n

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

Vad kan du g\u00f6ra n\u00e4r varvtalen sjunker?<\/strong><\/h2>\n

 <\/p>\n

Testa nya annonsformat<\/strong><\/h3>\n

Det finns ingen b\u00e4ttre tid att k\u00f6ra tester \u00e4n n\u00e4r din webbplats inte \u00e4r \u00f6verfull av bes\u00f6kare och kr\u00e4ver st\u00e4ndig uppm\u00e4rksamhet och optimering. H\u00f6gt v\u00e4rderade annonsformat<\/a> kan p\u00e5 ett unikt s\u00e4tt engagera anv\u00e4ndare och ge h\u00f6gre RPM. Genom att testa och utv\u00e4rdera olika annonsformat kan utgivare identifiera vad som b\u00e4st st\u00e4mmer \u00f6verens med deras publik och optimera sitt annonsutrymme d\u00e4refter. F\u00f6r att s\u00e4kerst\u00e4lla att dina annonser ger b\u00e4sta m\u00f6jliga resultat, f\u00f6lj dessa b\u00e4sta metoder f\u00f6r annonsplacering som rekommenderas av v\u00e5r AdOps-expert, Germ\u00e1n Tinaut.<\/a><\/p>\n

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

Optimera ditt inneh\u00e5ll<\/strong><\/h3>\n

Kvalitetsinneh\u00e5ll \u00e4r fortfarande kungen, oavsett vilka hinder Google \u00e4n st\u00e4ller i din v\u00e4g. SEO<\/a>. Genom att s\u00e4kerst\u00e4lla att ditt inneh\u00e5ll \u00e4r optimerat och st\u00e4mmer \u00f6verens med vad din publik vill ha, kan du bibeh\u00e5lla (eller till och med \u00f6ka!) trafiken p\u00e5 din webbplats, vilket kompenserar f\u00f6r en del av RPM-minskningen. F\u00f6rutom att finslipa din inneh\u00e5llsstrategi, kan du titta p\u00e5 din Core Web Vitals<\/a> kommer alltid att g\u00f6ra underverk f\u00f6r din webbplats h\u00e4lsa.<\/a><\/p>\n

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

F\u00f6rb\u00e4ttra din webbplats anv\u00e4ndarupplevelse (UX)<\/strong><\/h3>\n

Anv\u00e4ndarupplevelsen \u00e4r h\u00f6gsta prioritet n\u00e4r det kommer till att ta hand om din webbplats. L\u00e5ngsamt laddande sidor eller alltf\u00f6r p\u00e5tr\u00e4ngande reklamformat kan \u00f6ka din webbplats avvisningsfrekvens. Efter att Google introducerade Core Web Vitals<\/a>, att granska din webbplats laddningshastighet, responsivitet och stabilitet samtidigt som du s\u00e4kerst\u00e4ller att annonser f\u00f6rb\u00e4ttrar anv\u00e4ndarupplevelsen \u00e4r en barnlek. L\u00e4gg m\u00e4rke till detta: en b\u00e4ttre UX kan leda till h\u00f6gre engagemangsgrader som hj\u00e4lper till att \u00f6ka din RPM. L\u00e4r dig strategier fr\u00e5n v\u00e5r UX-chef, Itziar Gil Hernando, f\u00f6r att f\u00f6rb\u00e4ttra din webbplats anv\u00e4ndarupplevelse.<\/a>!<\/p>\n

 <\/p>\n

Justera ditt golvpris<\/strong><\/h3>\n

Det \u00e4r kutym och logiskt att \u00f6ka golvpris<\/a> och f\u00e5 ut mesta m\u00f6jliga av annons\u00f6rernas bud, men s\u00e5 snart s\u00e4songen b\u00f6rjar g\u00e5 mot sitt slut \u00e4r det b\u00e4sta valet att justera minimipriset d\u00e4refter. V\u00e5ra experter rekommenderar en s\u00e4nkning p\u00e5 10\u201320 % f\u00f6r att uppr\u00e4tth\u00e5lla en god annonsfyllnadsgrad.<\/p>\n

 <\/p>\n

N\u00e4r det blir tufft, ge inte upp optimeringen!<\/strong><\/h2>\n

 <\/p>\n

Att RPM sjunker under f\u00f6rsta kvartalet \u00e4r en s\u00e4songstrend som (hur obehagligt det \u00e4n \u00e4r) publicister v\u00e4rlden \u00f6ver har m\u00f6tt i \u00e5ratal. De som f\u00f6rblir smidiga, prioriterar inneh\u00e5llsoptimering, f\u00f6rb\u00e4ttrar anv\u00e4ndarupplevelsen och experimenterar med olika monetariseringsstrategier kommer att vara i b\u00e4sta position att st\u00e5 emot eventuella RPM-s\u00e4nkningar och s\u00e4kerst\u00e4lla konstant tillv\u00e4xt.<\/p>\n

V\u00e4gen till att f\u00f6rb\u00e4ttra din annonsmonetiseringsstrategi beh\u00f6ver inte vara en du g\u00e5r ensam! Du kan lita p\u00e5 oss p\u00e5 Refinery89 att ta det b\u00e4sta hand om ditt annonslager med toppmodern teknik f\u00f6r att \u00f6ka dina int\u00e4kter och optimera din webbplatslayout<\/a>!<\/p>\n

Vi finns d\u00e4r f\u00f6r dig i varje steg! Om du vill veta mer om v\u00e5ra l\u00f6sningar och tj\u00e4nster fr\u00e5n en av v\u00e5ra kontoansvariga som talar ditt eget spr\u00e5k, Kontakta oss!<\/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. 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