{"id":30444,"date":"2024-01-30T22:47:00","date_gmt":"2024-01-30T17:17:00","guid":{"rendered":"https:\/\/www.adpushup.com\/blog\/?p=30444"},"modified":"2025-07-16T17:22:19","modified_gmt":"2025-07-16T11:52:19","slug":"why-is-rpm-low-in-january","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/why-is-rpm-low-in-january\/","title":{"rendered":"Why is RPM Low in January? 7 Effective Ways to Boost it","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"has-background\" style=\"background-color:#fff1f5\">Explore why January experiences low RPM and find out 7 effective strategies to boost it in 2024. Increase your revenue with actionable tips and stay ahead in the game. Optimize your RPM for a successful year!<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>A new year means the start of a new chapter, but unfortunately, when it comes to online advertising, it\u2019s often about dealing with low RPMs. January is the month with the lowest <a href=\"https:\/\/www.adpushup.com\/blog\/rpm-vs-cpm\/\" target=\"_blank\" rel=\"noreferrer noopener\">RPM <\/a>and <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-cpm\/\" target=\"_blank\" rel=\"noreferrer noopener\">CPM<\/a>, and most publishers still have no clue how they can maximize these two metrics.<\/p>\n\n\n\n<p>If you\u2019re among them, this write-up will familiarize you with the top reasons behind low RPM in January and the best possible ways to maximize it.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/why-is-rpm-low-in-january\/#Why_RMP_is_Low_in_January\" >Why RMP is Low in January?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/why-is-rpm-low-in-january\/#3_Most_Common_Reasons_Behind_Low_RPM_in_January\" >3 Most Common Reasons Behind Low RPM in January<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/why-is-rpm-low-in-january\/#How_to_Maximize_RPM_in_January\" >How to Maximize RPM in January?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/why-is-rpm-low-in-january\/#Final_Words\" >Final Words<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/why-is-rpm-low-in-january\/#Frequently_Asked_Questions\" >Frequently Asked Questions<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-why-rmp-is-low-in-january\"><span class=\"ez-toc-section\" id=\"Why_RMP_is_Low_in_January\"><\/span><strong>Why RMP is Low in January?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>According to <a href=\"https:\/\/www.statista.com\/statistics\/237974\/online-advertising-spending-worldwide\/\" target=\"_blank\" rel=\"noreferrer noopener\">Statista<\/a>, the total budget of digital advertising spending worldwide is expected to reach 836 billion dollars by 2026. And, there\u2019s no doubt that a huge proportion of it is targeted during the holiday season between mid-November and December end.<\/p>\n\n\n\n<p>For a better understanding, take a look at this pictorial representation below:<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" src=\"https:\/\/lh7-us.googleusercontent.com\/C9QF6xChm7f4ydvDL91aNlnw1NxBxg-4qHxJeweuJSnSyjNMYfrsE9juqS2ODby2S4wlDcepwuflKqP0RreiF-AXdA1LyubIyGLTQGPeD6okHd97PwrdxPFfBaw21DakLZdozMv-b9J5qtm0qCZNKG8\" alt=\"\" width=\"575\" height=\"382\"\/><figcaption><em>Image Source &#8211; <\/em><a href=\"https:\/\/www.statista.com\/statistics\/237974\/online-advertising-spending-worldwide\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Statista<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<p>That said, the common reasons why RPM is low in January are:<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"3_Most_Common_Reasons_Behind_Low_RPM_in_January\"><\/span><strong>3 Most Common Reasons Behind Low RPM in January<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3><strong>1. Decrease in Ad Spends after the Holidays<\/strong><\/h3>\n\n\n\n<p>People spend a lot during the holiday season and are left with empty pockets in January. This holds the same for advertisers, who devote a huge section of their yearly budget to connect with such shoppers.&nbsp;<\/p>\n\n\n\n<p>This results in an extremely low advertising budget when the new year starts.<\/p>\n\n\n\n<p>While closely monitoring our data, we observed a relatively consistent trend in RPM during Q4. The RPM for October 2023 was 0.75, which increased in November 2023 to 0.95. Although there was a slight decrease in December 2023 to 0.85, the trend shifted notably in January 2024, with a significant drop to 0.46.<\/p>\n\n\n\n<div id=\"chart_div\"><\/div>\n  <a style=\"font-size:12px;color:#BDBDBD\" href=\"https:\/\/livechatai.com\/\">Powered by LiveChatAI<\/a>\n  <script type=\"text\/javascript\" src=\"https:\/\/www.gstatic.com\/charts\/loader.js\"><\/script>\n  <script type=\"text\/javascript\">\n      google.charts.load('current', {'packages':['corechart']});\n      google.charts.setOnLoadCallback(drawChart);\n\n      function drawChart() {\n        var data = google.visualization.arrayToDataTable([\n          ['Month', 'RPM'],\n          ['Oct 2023', 0.75],\n          ['Nov 2023', 0.95],\n          ['Dec 2023', 0.85],\n          ['Jan 2024', 0.46]\n        ]);\n\n        var options = {\n          title: 'RPM Over Time',\n          curveType: 'function',\n          legend: { position: 'bottom' }\n        };\n\n        var chart = new google.visualization.LineChart(document.getElementById('chart_div'));\n\n        chart.draw(data, options);\n      }\n     <\/script>\n\n\n\n<p>Now let&#8217;s dive into our January stats over the past three years \u2013 a snapshot of how we&#8217;ve been doing. In 2022, our RPM (Revenue Per Mille) stood strong at $1.19, accompanied by an overall eCPM (effective cost per mille) of $0.20.<\/p>\n\n\n\n<p>Moving to January 2023, we noticed a bit of a dip \u2013 RPM dropped down to $0.61, and eCPM settled at $0.16. Now, in January 2024, the downward trend continued, with RPM at $0.46 and eCPM at $0.18.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" src=\"https:\/\/lh7-us.googleusercontent.com\/OZBH6GE12RPbhCSfcL93WgdkOalh34pmZsWhTkE9pdJRLsjN8FjhR_66zSTZzufUhcPcgWOPAqoyGEk-VY0imqwDnI-i-PurW2oJ99OuKxbU6yA6Er4k5Z08Kh3x88ENlBHyniTjVoYGD4eIgmRb-oY\" alt=\"RPM drop in January\" width=\"736\" height=\"319\"\/><\/figure><\/div>\n\n\n\n<p>Given this, it seems evident that other industries can surely experience a drop in RPM in January.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3><strong>2. Assessment of Ad Inventory Performance<\/strong><\/h3>\n\n\n\n<p>At the start of the new year, many publishers prefer to review their <a href=\"https:\/\/www.adpushup.com\/blog\/stats-conversion-rate-optimization-ab-testing\/\" target=\"_blank\" rel=\"noreferrer noopener\">conversion rates<\/a> and return on investment (ROI) achieved from previous publishing efforts. This often includes analyzing the strategies used earlier, making informed decisions about future ad investments, and estimating new performance metrics.<\/p>\n\n\n\n<p>Hence, it puts Ad revenue in the backseat and results in lower RPM.<\/p>\n\n\n\n<h3><strong>3. Time for Experiment<\/strong><\/h3>\n\n\n\n<p>With the flip of the calendar comes the conclusion for all tried and tested methods for publishers. Most publishers experiment with their publishing efforts and work on new strategies. Hence, the primary focus is on the results instead of revenue, resulting in low RPM.<\/p>\n\n\n\n<p>However, on the positive side, this shift in focus helps publishers to ensure a well-organized approach and well-tested strategies for the next year.&nbsp;<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"How_to_Maximize_RPM_in_January\"><\/span><strong>How to Maximize RPM in January?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Most publishers attempt to make a lot of adjustments and experiments in <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-advertising-management\/\" target=\"_blank\" rel=\"noreferrer noopener\">advertising management<\/a> to maximize the RPM. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Here are a few of the most effective ways to help you increase RPM.<\/p>\n\n\n\n<h3><strong>1. Try Something New<\/strong><\/h3>\n\n\n\n<p>As mentioned earlier, the new year paves new ways to experiment, and you can consider introducing new things to your audience. For example, introducing <a href=\"https:\/\/www.adpushup.com\/blog\/your-guide-to-affiliate-marketing-20-resources-you-just-cant-miss\/\" target=\"_blank\" rel=\"noreferrer noopener\">affiliate marketing<\/a> programs to your audience and trying some new content strategies can do wonders for your growth.&nbsp;<\/p>\n\n\n\n<p>Next, you can also create a sense of urgency by introducing limited-time offers or exclusive deals. This can stimulate immediate customer action, mitigating the impact of the January slump and driving short-term boosts in sales or engagement.<\/p>\n\n\n\n<p>Even if these changes don\u2019t live up to your expectations, you\u2019ll still be in the least risk zone.<\/p>\n\n\n\n<h3><strong>2. Work on Ad Viewability<\/strong><\/h3>\n\n\n\n<p>As the name suggests itself, ad viewability refers to the views your ad receives. An advertisement is deemed &#8220;viewed&#8221; when at least 50% of the banner or creative remains on the screen for more than one second &#8211; as per IAB.&nbsp;<\/p>\n\n\n\n<p>Analyze your<a href=\"https:\/\/www.adpushup.com\/ad-layout-optimization\/\" target=\"_blank\" rel=\"noreferrer noopener\"> ad layout<\/a> and look out for ways to enhance its viewability. You can add more units, switch to a traditional\/modern view, fix page loading speed, or even add video ads for an improved yield in RPMs.<\/p>\n\n\n\n<h3><strong>3. Create Audience-Oriented Content<\/strong><\/h3>\n\n\n\n<p>Make improvements to how you serve your audience. Even if your content is ranking well, the competitors can still think about ways to outrank you. So, write and publish content that resonates with your audience and try to make your <a href=\"https:\/\/www.adpushup.com\/blog\/keyword-research-how-to-select-keywords-for-driving-organic-traffic\/\" target=\"_blank\" rel=\"noreferrer noopener\">keyword research<\/a> better and make it well-aligned to your target audience.<\/p>\n\n\n\n<p>Though it may sound somewhat clich\u00e9 as a strategy to follow during the low RPM period of the January Slump, it&#8217;s essential to leave no aspect overlooked. And focusing on audience-oriented content is definitely one aspect that can&#8217;t be overlooked.<\/p>\n\n\n\n<h3><strong>4. Improve Your Existing Content<\/strong><\/h3>\n\n\n\n<p>Gather all your previous content that performed well and start making the necessary improvements. You can update any outdated information given, get rid of any broken links, and add high-quality images to receive more traffic.<\/p>\n\n\n\n<p>Furthermore, you can also make some on-page adjustments like improving the internal linking, and external linking, optimizing the heading tags better, rewriting meta titles, and descriptions, and the list goes on.&nbsp;<\/p>\n\n\n\n<h3><strong>5. Perform a Site Health Check-up<\/strong><\/h3>\n\n\n\n<p>A site audit or health checkup will help you find out any required changes you need to make. Run the website on a device on which you\u2019ve never visited it, and be alert for any errors you can find. For example, you may find some pop-ups or banners covering up the ads, resulting in the decline of RPM.<\/p>\n\n\n\n<h3><strong>6. Update About Page &amp; Social Profiles<\/strong><\/h3>\n\n\n\n<p>As you\u2019re making all the necessary changes, devote some time to updating the About Page and Social Profiles of your website. Add all the achievements that made you feel proud the previous year, and look for sponsored content partnerships to attract your viewers.<\/p>\n\n\n\n<p>Moreover, if you\u2019ve turned off any adhesion ads, turn them back on. The reason? They are always visible and increase the overall viewability score of your website. This results in better ad revenue and surely deserves a try!<\/p>\n\n\n\n<h3><strong>7. Seek Professional Help (If Needed)<\/strong><\/h3>\n\n\n\n<p>You can seek professional help if you don\u2019t feel satisfied with your analysis and research. There might be some errors, changes, and additions to be made that only a professional can do.&nbsp;<\/p>\n\n\n\n<p>For example, an ad tech company can provide valuable insights into optimizing <a href=\"https:\/\/www.adpushup.com\/blog\/best-ad-placement-strategies-on-your-website\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad placements<\/a>, enhancing ad viewability, refining targeting strategies, and <a href=\"https:\/\/www.adpushup.com\/blog\/7-ways-to-optimize-your-website-for-faster-ad-serving\/\" target=\"_blank\" rel=\"noreferrer noopener\">optimizing your website for faster ad serving<\/a>, and it will eventually impact the overall RPM positively.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Final_Words\"><\/span><strong>Final Words<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>A decent RPM drop in January is normal, most publishers have to deal with this problem. So, instead of ignoring this decline, you must seek a strategic approach to make the required changes. You can experiment by adding something new, improving the SEO, or even refining the previously published content, and everything mentioned above in the blog<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#fff1f5\">You can seek professional help. At Adpushup, we help content creators across the globe generate more revenue by connecting them to 50+ premium advertising exchanges, deploying cutting-edge ad-serving technology, and providing hands-on ad operations expertise.&nbsp;<\/p>\n\n\n\n<h2 class=\"has-text-align-center\"><span class=\"ez-toc-section\" id=\"Frequently_Asked_Questions\"><\/span><strong>F<\/strong>requently Asked Questions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1706029005066\"><strong class=\"schema-faq-question\">1. <strong>Why is RPM so low in January?<\/strong><\/strong> <p class=\"schema-faq-answer\">RPM tends to dip in January due to the aftermath of Q4 holiday spending. Advertisers shift focus to strategic planning and budgeting at the start of the year, which leads to a temporary decrease in ad spending and, consequently, lower RPM.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1706029186341\"><strong class=\"schema-faq-question\">2. <strong>Why is CPM so low in January?<\/strong><\/strong> <p class=\"schema-faq-answer\">Publishers often find the CPM low in January because most advertisers utilize their budget during the holiday season. Also, many campaigns are paused to keep spending in Jan to a minimum.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1706029205110\"><strong class=\"schema-faq-question\">3. <strong>Why is CPM higher in December?<\/strong><\/strong> <p class=\"schema-faq-answer\">Seasonal trends have their impact on user\u2019s spending and advertisers prefer to invest more in order to achieve higher sales in December.<\/p> <\/div> <\/div>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Explore why January experiences low RPM and find out 7 effective strategies to boost it in 2024. Increase your revenue with actionable tips and stay ahead in the game. Optimize your RPM for a successful year! A new year means the start of a new chapter, but unfortunately, when it comes to online advertising, it\u2019s<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":80,"featured_media":30522,"comment_status":"open","ping_status":"close","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6440],"tags":[11447,11445,11446],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Overcome January 2024 RPM Slump with 7 Powerful Techniques | AdPushup<\/title>\n<meta name=\"description\" content=\"Maximize your January RPM in 2024 with proven strategies. Elevate your revenue and stay ahead digitally. Explore actionable tips now..\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/why-is-rpm-low-in-january\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"Overcome January 2024 RPM Slump with 7 Powerful Techniques | AdPushup\" \/>\n<meta name=\"twitter:description\" content=\"Maximize your January RPM in 2024 with proven strategies. Elevate your revenue and stay ahead digitally. 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