Last updated: September 23, 2019
Advertising Rates Are Set to Rise Dramatically in Q4 – Here’s Why, And How to Prepare
Advertising rates across the board notoriously increase in Q4 every year. This is the case for TV, radio, print, and digital. Since we’re a digital advertising agency, that’s the focus here.
An Introduction to the Bid/Auction Process
First off, it’s important to understand how digital ad buys work (if you’re already familiar with the bid/auction process, skip this section and head straight to the data).
Social media advertising platforms work like an auction. Advertisers say how much they’re willing to pay for specific actions on an ad (i.e. clicks, views, conversions, etc.). Advertisers can do this manually, or Facebook (for example) will just automatically calculate a bid for you based on your budget, who you’re targeting, what you want them to do, ad placement, etc.