Why publishers should plan ad formats before seasonal demand peaks

Publishers face predictable surges in traffic around major events, holidays, and seasonal trends. The Monetag traffic spike calendar highlights 60+ high-monetization windows in 2026, giving publishers a clear planning signal to align ad formats with demand windows. Choosing the right ad format—popunder or push—can mean the difference between capturing fleeting revenue and building sustainable monetization. Popunders work best for immediate revenue capture, while push ads support long-term audience engagement and higher lifetime value.

Popunder ads: fast setup, immediate revenue, but limited engagement

Popunder ads open in a new tab behind the current window, delivering impressions without interrupting the user’s experience. This makes them ideal for capturing revenue during short-lived traffic spikes, such as breaking news or viral content. Publishers can deploy popunders quickly with minimal technical setup, making them a practical choice for urgent monetization needs. According to Monetag’s guide, popunders offer immediate revenue with minimal setup, though they may not be the first choice for all website types due to lower user interaction.

Popunders are less suitable for time-sensitive promotions because the ad does not demand instant attention. If your traffic spike is tied to an event with a clear start and end—like a product launch or flash sale—push ads may perform better by delivering real-time notifications that drive immediate action.

Push ads: higher long-term revenue, stronger user relationships

Push ads deliver notifications directly to users’ devices, creating opportunities for repeated engagement and higher lifetime value. While push ads require more upfront work—such as building an opt-in audience and crafting compelling messaging—they can generate higher long-term revenue and better user relationships. Push campaigns are particularly effective for gaming, e-commerce, and app verticals, where ongoing engagement drives conversions. Gaming-focused networks like ReachEffect emphasize push ads for mobile user acquisition, citing their effectiveness in app installs and registrations.

Push ads also support advanced optimization strategies, such as CPA goal optimization and smart CPM bidding, which can improve performance over time. For publishers with steady traffic and a focus on audience retention, push ads are a strategic investment in sustainable monetization.

How to combine formats for maximum yield during peak demand

Publishers do not need to choose between popunder and push ads; they can use both formats to capture different monetization opportunities. A common strategy is to launch popunder campaigns during the testing phase to maximize reach and gather performance data. Once the campaign shows potential, publishers can scale by adding push notification ads—classical push or in-page push—to deepen engagement and drive conversions. This two-step approach is recommended by PropellerAds’ Sales Team Leader, Maria Kotova, for gaming campaigns but applies broadly to any vertical with seasonal demand.

For example, during a major sports event or holiday shopping season, publishers can use popunders to capture immediate revenue from high-traffic pages while simultaneously building a push notification audience for post-event retargeting. Networks like AffNinja highlight gaming ad networks that offer both popunder and push formats, enabling publishers to diversify revenue streams without switching providers.

Which format to prioritize before demand peaks

Use the Monetag traffic spike calendar to identify your next high-monetization window. If the event is short-lived—such as a single-day sale or breaking news—prioritize popunder ads for immediate revenue capture. If the event spans multiple days or weeks, invest in push ads to build an engaged audience and drive repeat conversions. For gaming and app-focused publishers, push ads are particularly effective due to their alignment with mobile user acquisition strategies. Ultimately, the choice depends on your traffic patterns, audience behavior, and long-term monetization goals.

By aligning your ad format strategy with seasonal demand, you can maximize revenue during peak periods while laying the groundwork for sustainable growth beyond them.

Key takeaways for publishers

  • Popunder ads: Fast setup, immediate revenue, best for short-lived traffic spikes.
  • Push ads: Higher long-term revenue, stronger user relationships, ideal for ongoing engagement.
  • Combine formats: Use popunders for testing and reach, then scale with push ads for deeper engagement.
  • Plan ahead: Use the Monetag traffic spike calendar to align ad formats with seasonal demand windows.

With the right strategy, publishers can turn seasonal traffic peaks into sustained revenue growth.

Further reading and tools

For more on publisher monetization strategies, explore Monetag’s traffic spike calendar and industry guides on ad formats. Gaming-focused publishers can review ad networks like ReachEffect and AffNinja, which offer both popunder and push formats optimized for performance marketing.

By making informed decisions about ad formats before demand peaks, publishers can optimize revenue without sacrificing user experience or long-term growth.

Sources

This article is based on the following sources: