Online advertising effectiveness depends on time of day
A study by the British Internet Advertising Bureau shows that online advertising is more or less effective depending on the time of day. In general, attention levels increase as the evening approaches.
A study by the British Internet Advertising Bureau and Lightspeed Research shows that online advertising varies in effectiveness depending on the time of day. Overall, respondents across all age groups said their attention to Internet advertising increases sharply from early evening. Younger respondents generally showed increasing interest in advertising throughout the day. Higher age groups, on the other hand, showed specific peaks of attention during office hours, i.e., between 9 a.m. and noon and 2 p.m. and 6 p.m.
Only just 4.6 percent of consumers said they paid attention to advertising before 9:00 a.m.; after 6:00 p.m., however, the percentage rises to 51.6 percent, and even to 59 percent among 35- to 44-year-olds. During the lunch break from noon to 2 p.m., on the other hand, the attention span is low - only 11 percent of respondents said they were highly likely to pay attention to advertising during this time.
Maximum attention during online shopping
Surfers' attention is highest during virtual shopping sprees. 65 percent of respondents said they pay more attention to advertisements, especially during e-commerce activities. 19 percent even said it was "very likely" that they paid attention to advertising while shopping or comparing prices. The least attention is paid during reading news or emails or using an instant messenger. However, these activities cannot be clearly assigned to specific times of day.
One example of the targeted timing of online advertising during the course of the day is the VW "Night Driving" campaign. The spot, which advertises a relaxed, mysterious night drive by car (with a VW, of course), was only online towards the end of the day and at night, in order to appeal to viewers in a relaxed state and put the campaign in the right context.
Only just 4.6 percent of consumers said they paid attention to advertising before 9:00 a.m.; after 6:00 p.m., however, the percentage rises to 51.6 percent, and even to 59 percent among 35- to 44-year-olds. During the lunch break from noon to 2 p.m., on the other hand, the attention span is low - only 11 percent of respondents said they were highly likely to pay attention to advertising during this time.
Maximum attention during online shopping
Surfers' attention is highest during virtual shopping sprees. 65 percent of respondents said they pay more attention to advertisements, especially during e-commerce activities. 19 percent even said it was "very likely" that they paid attention to advertising while shopping or comparing prices. The least attention is paid during reading news or emails or using an instant messenger. However, these activities cannot be clearly assigned to specific times of day.
One example of the targeted timing of online advertising during the course of the day is the VW "Night Driving" campaign. The spot, which advertises a relaxed, mysterious night drive by car (with a VW, of course), was only online towards the end of the day and at night, in order to appeal to viewers in a relaxed state and put the campaign in the right context.
Night Driving / Volkswagen
