A recent survey by Lightspeed Research and the IAB UK has found that consumers are most receptive to online ads whilst researching and shopping.
The research found that consumers believe they are most likely to pay attention to ads from the early evening onwards, particularly if they are engaged in social networking or e-commerce activity. However, while the early evening was the best time of the day for all age groups, for younger audiences there was likely to be a steady increase in their attention to adverts as the day progressed, especially with entertaining ads. This was markedly different for older age groups who had peaks between 9-12pm and 2-6pm – this was the same for a recent digital marketing campaign by Neoco promoting movie entertainment.
The survey also revealed that people prefer not to be interrupted when they are engaged in an activity that requires their full attention such as watching catch-up TV or movie clips.
(Thanks to Digital Strategy Consulting for the graph)
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Tags advertising audience Digital Strategy Consulting DSC DTA ecommerce IAB UK Lightspeed online reserach shopping