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BizReport : Advertising archives : June 19, 2012

Research: Target ads to insomniacs watching online television.. at night

I hope Red Bull, Sealy and Unisom marketers have read this new research. Companies seeking out insomniacs should target sufferers online, particularly around television content, reveals a new study by audience targeting firm Resonate.

by Helen Leggatt

Resonate-Logo.jpgAccording to Resonate's study of over 4,500 respondents, of which 694 (14%) were self-identified as insomniacs, sufferers spend more time online each week and are more likely to watch television on a device other than a television set.

Women are more likely to suffer from the condition and be between the ages of 35 and 54 and divorced.

The study, reported by ClickZ, found that insomniacs are 30% more likely than the Online Adult Population to spend in excess of 40 hours per week online. Could that be a direct result of longer waking hours?

Furthermore, those fighting for sleep in the wee hours are 34% more likely than the Online Adult Population to watch television on their computer or laptop, 31% more likely to watch television on a tablet and 24% more likely to watch on a mobile phone.

Resonate suggests that marketers take advantage of insomniacs' that watch late-night television online and target ads overnight. They suggest brands selling products such as energy drinks, sleep aids, mattresses, beds and consumer electronics would be a particularly good fit.

Tags: brand marketing, consumer insights, online advertising, online marketing, online television

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  • Mike Dawson121

    There is a new generation of users out there taking their media device to bed. They flick from video to video in a search for that elusive piece of content that will give them "fix" enough to sleep. The article is on the right track pushing the promotion of sleep aid specific products at ungodly hours to those who would be best served by those products. But what about those who don't purvey such products? Non prime-time ad placement is risky (I understand it is becoming less so) but give the viewer the piece of video content that fulfills the mentioned users' "fix requirement," and have your brand infused with target dreams. 



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