Get them while they're shopping

Wed 25 February 2009 10:45, Bas van den Beld

Get them while they're shopping

When are online advertising messages most effective? When will surfers click them? If we only knew... Well now we do. Internet Advertising Bureau (IAB) UK together with Lightspeed Research performed a survey to find out when internet users believed they were most receptive to advertisements.

The results weren't very shocking: consumers think they will most likely respond to ads when they are researching and shopping. Though this is not a very surprising result, the research does give us some more insights.

The fact that users feel most receptive for ads when they are shopping is an indication that at that time the ads should be more focussed on the actual selling. An ad which is for example pointing out a discount will be clicked on more often. The main interest for advertisers at that time is to find out when people are shopping.

One of the outcomes of the research is that consumers are most likely to see an ad in the early evening. The attention of younger groups tends to increase when the day unfolds, older groups have more specific peaks: between 9-12pm and 2-6pm.

Another outcome is also not surprising but an outcome one should really keep in mind. Respondents feel that they should not be disturbed in their activities. Give them ads when they are shopping but don't distract them when watching online tv.

According to Sorcha Proctor, research manager at IAB UK, the research will help the advertiser understand their customers more and target them more specific. "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.”

The main conclusion is as always: think of when you're visitors are reciptive for something, don't just send out your message.

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