According to a recent study by the UK based Internet Advertising Bureau, online advertising is viewed most optimally in the evening hours. In their recent survey, the IAB found that younger (ages 18-24) consumers paid more attention later in the day, while the oldest consumers (age 55+) had paid most attention to online ads between 2 and 6pm and 9 and12pm.
Moreover, consumers said that they least open to being interrupted by online ads when doing activities requiring their full attention, such as watching TV online, while consumers were most willing to be interrupted by online advertising while doing activities such as shopping online.
I wonder if the folks in television paid-programming already knew this...
Genevieve
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