Adverts matter less when on the go
28 Feb 2019
Did you know ads perform worse when people are commuting?
Marketers will tell you that the best time to post online is during the early morning, noon, and night when users are commuting and spending time on their mobile phones. But this posting rule may not be as effective for advertising because they're just not as interested in seeing ads when commuting!
In terms of consumer engagement, a study of US mobile users from Aki Technologies found that on the go users were 33% less responsive to interesting creative, 30% less responsive familiar brands, 27% less responsive to incentives (coupons), and 17% less responsive to a well-timed post.
Our Recommendation:
- Use techniques such as simplifying visuals and incorporating a headline into the image to make content pop out from others in the news feed.
- Prepare a variety of social and advertising content for your core audience and schedule it according to behavioural trends; for example, share long-form content to consumers when they are likely to be home and pay more attention to ad posts.
- Even the same target audience will change their media consumption behaviour throughout the day, so use multiple marketing tactics and ad sets to target your consumers because one size doesn't fit all!
