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Day-part targeting underused online
Whereas day-part targeting has long been common practice in the planning of radio and television advertising, it has yet to be embraced by online advertisers, according to new research from IAB and Lightspeed Research.
Consumers have different needs and interests at various times of the day, and are more receptive to advertising during certain hours. Advertisers hit the sweet spot when they get the right message across at the right time.
However, day-part targeting hasn't been as enthusiastically embraced online... yet. In times where ROI is under the microscope, it's a tactic that would be foolhardy to overlook. Giles Ivey, director of sales at Sky Digital Media believes advertisers are missing opportunities to increase campaign penetration, decrease wastage and increase ROI.
"When I worked in radio, brands such as Pizza Hut would advertise heavily between 11am and 1pm," said Giles Ivey, director of sales at Sky Digital Media, via NewMediaAge. "The only brand I've known to advertise like this online is McDonald's, which has done lunchtime targeting."
How does it work? Day-part targeting entails the scheduling of ads at pre-determined times of the day to ensure that advertising messages are delivered at relevant times to maximize impact among the target audience.
The IAB and Lightspeed Research study found that 51% of people are more receptive to advertising after 6pm, the traditional prime-time spot, but consumers are using the Internet throughout the day at work, home and on-the-go via mobile.
Using day-part targeting, businesses can put their messages in front of consumers at relevant points in the day when they are at their most receptive - a snack product at 3pm, travel deals at lunchtime when workers are escaping the reality of the day or financial products for couples during the evening when both are together to make decisions.
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