Clickz: The Lunchtime Effect
Dayparts are one way of selecting out the premium inventory and going beyond the average — potentially doubling your effective SEM marketing budget.
A significant percentage of SEM inventory is sold in auction-style environments. The auction environment may sometimes make your blood boil; however, there are positive aspects to it. The real-time nature of Overture, Google, and other pay-per-click (PPC) auction engines provides the opportunity for savvy marketers to take advantage of the differences in searcher behavior at different times of day, by measuring post-click results.
To my mind you can't underestimate the significance that "Dayparting" will play in future online advertising. To be able to fire out ads in a specific 1-5 minute timeslot, round the clock, 24/7, is surely an ad dream come true.
For instance I remember reading last year that Coca-Cola had identified 32 beverage occasions in everyday. Now consider a world in which they were able to advertise 10-15 minutes prior to those occasion, specific to any territory. That has got to be something that would be of serious interest to them, especially in terms of the at work/school audience.
