Online advertisers ‘should tune into consumers’ web habits’ by Katherine Ferguson
Online advertisers have been advised that their campaigns could be more successful if they develop a strong intuition into what their target audience wants.
New research has indicated that online advertisers need to become more in tune with the consumer mindset when planning their campaigns.
The survey conducted by the Internet Advertising Bureau (IAB) and Lightspeed Research found that consumers are more likely to pay attention and respond to ads when they are engaged with various online activities.
These include, downloading music, operating a search engine and reading the news.
IAB research manager Sorcha Proctor attributed this to the fact that such online sources have advertisements littered throughout.
As a result, Lightspeed Research chief executive David Day commented: “Knowing when surfers are more receptive to advertising messages allows marketers to target their campaigns more closely and get the most from their online budget.”
For example, a sportswear brand would most likely benefit from placing ads on sports news websites which are regularly visited by its target market.
Mr Day added that this intuition could make or break an online advertising campaign.
Microsoft recently issued similar advice to insurance advertisers, telling them to take note of the best periods in the year for a successful campaign.
The organisation’s Shirley Benton-Bailey explained that it is more cost effective to build strong click-through rates in the months before a seasonal peak, adding that springtime, for example, is ideal for insurance ads.
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