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.


  • Comments (1)
  • Research
  • Tell-a-cowboy

Comments (1)

 

  • This is good to know, will try to remember it:) The headline sums it up pretty good.

    Wo 25 feb 2009, 12:11

Comment

  • HTML is not allowed. URLs are automatically clickable.
    * Email address is not shown



  • India Startup Report
  • Google users switching to Bing
  • Commercial Heineken for paid ads research with Google
  • Google and Heineken research on paid ads
  • The MESH project: semantic search a Google Killer?
  • Sunderland scores curious goal against Liverpool
  • Matt Cutts on why the UK SERPS are 'broken'
  • Google AdSense for Mobile Applications

Last Comments


Events

Last event

Bloggers

  • J-P De Clerck
    J-P De Clerck

    Profession: Customer-centric digi...

    Company: Conversionation

  • Sam Murray
    Sam Murray

    Profession: Senior Search Consultant

    Company: Verve Search

  • Susie Hood
    Susie Hood

    Profession: Head of Copywriting

    Company: Click Consult / SEO C...

  • Tom Bogaert
    Tom Bogaert

    Profession: Managing Partner

    Company: QueroMedia


Latest Videos

Border_top
Border_bottom

Columns

  • Lizette van der Laan
    Social Media Image

    Is it the real you, the witty you, the person who reads the most interesting articles, makes t...




Newsletter

Subscribe to SC Newsletter:


RSS Feed

Are you a bloggerFacebook


Search



© 2014 Searchcowboys.com - All Rights Reserved - All views and opinions expressed are those of the authors of Searchcowboys.

All trademarks, slogans, text or logo representation used or referred to in this website are the property of their respective owners. Sitemap