Time for PPC marketing
Despite an increase in online advertising, including pay per click, online advertisers are failing to target users at the time of day when they're most receptive to advertising messages.
Day-part targeting is common practice for above-the-line advertising, but despite this technology being available for online advertising, marketing departments and agencies have not been using this vital element of campaign targeting to its full extent.
Radio and TV are already well targeted around content, time of day and consumer mood, but online is strangely slow to catch up. The IAB found more that over 50% of people are more receptive to advertising after 6pm, which could seriously improve the effectiveness of a campaign if targeted to the evenings.
When day-part targeting on any online advertising campaign, such as pay per click or online (banner) advertising, however, the media planner should exercise caution at restricting time too much. The click journey from first contact to sale can often involve several visits at different times, and by different advertising medium, so it's well worth using tracking software which reports on the entire journey before making decisions.
This research also highlighted that 64% of consumers haven't clicked on advertising within a web page and 52% have never clicked on a sponsored link in a search result meaning that these extra campaign improvements would be well worth taking.
