Internet users are most receptive to ads while researching and shopping, according to new research from Lightspeed and Internet Advertising Bureau (IAB) UK.
The research reveals 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 best time to reach consumers with ads is during e-commerce activity, whether researching the best deals or shopping online.
With so many people online throughout the day carrying out a myriad of activities, online advertisers can use this research to understand what types of messages are most appropriate at those times when consumers say they are less receptive to ads.
The research showed that younger respondents prefer entertaining ads – so to grab their attention between 9am and 2pm, advertisers might want to try fun executions with subtler, less intrusive creative.
Furthermore, 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. Armed with this information, online marketers can plan and execute communications that respect the online consumer.
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.
Sorcha Proctor, research manager at IAB UK, saidm “This research highlights the need for marketers fully to appreciate and understand the consumer mindset when planning their online marketing campaigns. Most significantly, the study highlights the need for retail brands to get in front of internet users at every point of the online customer journey and emphasises the need to respect consumers if they want them to engage effectively with their marketing messages.”
David Day, Lightspeed Research chief executive, added, “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. 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.”
Check out 12ahead, our brand new platform
covering the latest in cutting-edge digital marketing and creative technology from around the globe.
12ahead identifies emerging trends and helps
you to understand how they can apply to modern-day companies.
We believe 12ahead can put you and your
business 12 months ahead of the competition. Sign up for a free trial today.