It’s that time of year. The weather is changing, the kids are going back to school, and the holiday season will be here before you know it. As more and more sales and marketing go digital, businesses in hot pursuit of year-end revenue goals and non-profits trying to capture last-minute donations are all making a push to promote themselves online. What this all means for you, the advertiser, is that premium digital ad inventory-including mobile-is going to be tight in Q4 2012, so you need to start planning now.

Here are five good reasons why you need to start planning for fourth quarter online advertising today-the sooner the better!

#1 - Ad inventory is typically tight within the 4th quarter.

Because of the back-to-school and holiday rushes, fourth quarter is typically a time when the online marketplace is crowded with advertisers all fighting for the best placements. We predict Q4 2012 is going to be one knock-down, drag-out of a fight for premium digital ad inventory.

#2 - As demand increases, so will the advertising rates.

To lock in the best inventory at the best possible rates, you need to act early. Remember, you’re competing with everyone else, so don’t hesitate or you could miss out on the best online advertising opportunities for Q4. The longer you wait, the more you’ll potentially spend on advertising.

#3 - More traditional advertisers are going digital.

As political campaigns and holiday advertisers monopolize space across traditional media sources, you can expect them to set their sights on digital, adding to an already overcrowded digital ad landscape.

#4 - Political ads dominating premium inventory.

On top of everything else, it’s a presidential election year, which means political ads will be bidding for top positioning along with retail ads.

#5 - Effective ad campaigns require advanced planning.

The fact is, ad campaigns don’t just materialize overnight. It takes time to think strategically about what you’re going to offer, the ad messaging and creative you’ll use, an effective media plan to deliver it, and advanced planning to pull all of these pieces together.

If you think August is too early to think about your Q4 online ad buys, think again!

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