We didn’t actually overspend our budget. The allocation simply fell short of our expenditure.
Keith Davis quotes
Now companies are more serious about all dollars spent on advertising including online display. A smarter move is to do day-part targeting and allocate more budgets to the part of day when people are more likely to pay attention to your ads. So, when are they more likely to pay attention?
A survey by Lightspeed Research and the Internet Advertising Bureau (IAB) UK asked internet users when they believed they were most receptive to online advertising messages, and the best way to get their attention on the web.
The research shows that consumers believe they are most likely to pay attention to ads from the early evening onwards. While the early evening was the best time of the day for all age groups, for younger audiences there was likely to be a steady increase in their attention to adverts as the day progressed. The older age groups had peaks between 9-12pm and 2-6pm.
The research also found out,
- the best time to reach them with ads is during e-commerce activity, whether researching the best deals or shopping online.
- younger respondents prefer entertaining ads
- people prefer not to be interrupted when they are enjoying an activity that requires their full attention such as watching catch-up TV or movie clips. So be careful the next time when you want to opt-in YouTube as part of your content network for online advertising.
- The majority of respondents say they are likely to pay attention to online ads when engaged in a range of activities, from using a search engine, to downloading entertainment files, reading the news, catching up on sports results and playing games online. Social networking in particular has a high level of receptivity – this may be because brands are becoming more involved with them. It seems you may want to experiment with ads on Facebook.
Source: IAB UK
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