Atlas Identifies Optimal Dayparts for Advertisers

  |  September 14, 2005   |  Comments

CPM campaigns benefit from exposure in the lunchtime and primetime hours when consumers are more likely to convert.

Advertising that appears during the lunchtime and primetime dayparts grabs the highest conversions, according to a study by aQuantive's Atlas Institute.

The report identifies the lunch break and evening hours before bedtime as times that yield the most conversions. At mid-day, conversions are 35 percent higher than the overall average.

"During the lunchtime hours and the evening hours, people are more responsive and that's when they convert," Young-Bean Song, director of analytics at Atlas, told ClickZ News.

The report cautioned advertisers to ensure the extra cost of daypart targeting doesn't offset the potential gain in acquisitions. On average, advertising in the lunchtime or evening daypart should not cost more than 35 percent higher than regular rates. Atlas also says conversions are low in the early morning hours, but since they still represent 10 percent of the overall conversion volume, they shouldn't be overlooked.

"You will see conversion rates fluctuate through the day, but it's not happening in a vacuum," said Song. "If you go full boar on this and cut out off hours, you may see increased efficiency, but you will sacrifice volume."

Song explained that this finding presents opportunities for both publishers and buyers. Publishers can charge more money, and encourage advertisers to buy for certain dayparts. He also said advertisers will have to analyze and pick the best dayparts for their needs.

The report looked at six diverse advertisers from a variety of categories -- online social services, brick-and-mortar retailers, information services, and consumer electronics -- over a three-month period.

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Enid Burns

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