Filed under: Behavioural Targeting | Tags: Banner Ads, Online Shopping, Paid Display Effectiveness
Online consumers overall say they are most likely to pay attention to internet ads in the early evening and onward into the night, though specific time preferences vary by age group, according to a survey by Lightspeed Research and the Internet Advertising Bureau (IAB).
The research, conducted among online UK consumers, shows that while the early evening was the best time of day for all age groups, younger audiences are more likely to show a steady increase in attention to ads as they day progressed and were more likely to prefer entertaining ads. In contrast, older age groups had peaks in ad interest between 9-12 pm and 2-6 pm.
“Knowing when surfers are more receptive to advertising messages allows marketers to target their campaigns more closely and get the most from their online advertising budget,” said David Day, Lightspeed Research chief executive for Europe.
“With so many different activities being carried out by the online population, knowing when to get your message across can be the difference between success or failure for an online campaign.”
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