With more than 60 million people making purchases using a mobile device, it’s the obvious avenue for a business to choose to invest their ad dollars. With that, there’s also the hurdle that mobile users have a short attention span – so when time is of the essence, is it important to consider that there is a “golden time” to get their attention?
Mission: To find out if there’s a certain time of day that people are more engaged with mobile ads.
To find out, the Cidewalk team analysed a representative sample of data related to mobile ad campaigns across the network, and concluded there are two times per day where we see spikes in engagement compared to others.
(Engagements are interactions with an ad such as a click or comment.)
Early mornings and late evenings showed steady engagement but there is a slight spike in the increase of mobile ad engagement specifically in the afternoons and evenings.
A duel purpose of mobile advertising
This information shows us there’s a dual purpose to their mobile ad campaigns. Mornings and late nights work best for branding their business, and afternoons and evenings work best to drive user engagement and hence for direct response offers.
Mobile vs. Web Ads Visibility
It is important to note that given the nature of the mobile display space, ads are always within screen scroll (users see the ad without scrolling), and therefore visible to the user unlike web, resulting in a higher chance for engagements per view.
Mobile Ad View Conclusion
Although there was an increase in certain times of the day, the quality of the engagement doesn’t necessarily change as long as you are targeting the right audience. It’s important to do as much as you can to get the word out about your business with local mobile advertising.