Males are 42 percent more likely than females to click through a Facebook ad and complete a purchase during evening hours, according to a TBG Digital study. And people aged 50 or older are 119 percent more likely to purchase in the morning hours compared to the rest of the day, according to the Facebook marketing vendor's latest cross-client research.
Based on two billion recent impressions, it also stated targeting ads on the social site by time of day can improve cost per acquisition by 116 percent. The London-based company's CPA calculation includes sales, "likes," and RSVPs for events.
Simon Mansell, CEO of TBG, commented in a prepared statement about the findings. "When you think about how people use Facebook at different times of the day it makes sense that adverts would perform differently," he said. "When people are relaxing they are likely to respond differently to when they are talking with their friends, though people do both of these on Facebook, of course. Most of our clients are brands which want to run at scale so this data does not mean we pause campaigns at different times but rather we bid more or less aggressively depending on the time of day."
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
March 19, 2014