A recent study done by audience targeting firm Resonate shows that time-targeted advertising could help advertisers reach insomniacs online.
The study found insomniacs are 30 percent more likely than the Online Adult Population (OAP) to spend more than 40 hours per week online. The study also showed people suffering from insomnia are much more likely to use computers, tablets and cell phones as a way to watch television.
Insomniacs are 34 percent more likely than the OAP to watch TV on their computers, 31 percent more likely to watch from a tablet, and 24 percent more likely to watch via cell phones.
Kathy Sharpe VP of marketing at Resonate suggested pharma brands selling sleep aids may be interested in targeting insomniacs online. Sharpe also mentioned advertisers such as mattress brands, consumer electronics retailers or energy drink makers could be interested.
This audience segment also uses other devices while watching TV. Twenty-three percent of insomniacs were more likely to use tablets while watching television, and 13 percent were more likely to use mobile phones while watching TV. Ten percent of insomniac participants were more likely to go online via a computer while watching television.
The study consisted of over 4,500 total respondents, of which 694 identified themselves as insomniacs. The self-identified insomniacs were then weighted for age, gender, and income. Insomniacs make up roughly 14 percent of the study.
The study also showed that insomniacs are more likely to be divorced, more likely to be women, and more likely be between the ages of 35 and 54. They are also more likely to be unemployed, a homemaker, or self-employed.
Resonate suggested marketers could buy day-parted ads, targeting insomniacs overnight.
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March 19, 2014