iMedia Connection: Seizing the Web by Day or by Night?
Much has been written about the tactic of dayparting Internet buys but this iMedia Connection article goes further by aligning dayparting strategies with direct marketing post-buy analysis. Avenue A Customer Insight Group VP Lee Sherman demonstrates how acquisition costs can be lowered by fine tuning the use of dayparts as well as layering on geo-targeting to account for time-zone issues.
While some would argue Internet advertising is self selecting in that an ad is only seen when it is requested thus no waste, that does not account for the changing mindset of consumers throughout the day. For example, according to Nielsen//NetRatings, visits to entertainment sites consist of more than 12 percent of the total average minutes spent online during the morning. This figure rises to 19 percent at night. If an entertainment related advertiser heeded those figures, it would become clear where the weight of the buy should be placed.
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