Research: Consumers 7% More Likely to Click on Ads During Weekends
Over the past five years, a radical new paradigm called Real Time Bidding (RTB) has begun to transform the digital advertising landscape. Today, it is growing so fast that even the forecasts can't keep up.
As the Adform Quarterly Media Barometer reveals, brands raised their RTB spend by 92 per cent through the summer. This is despite the rising costs from publishers, who saw their CPMs increased by 30 per cent across the quarter. The figures also show that consumers spent more time engaging with online advertising, as engagement rates increased by 14 per cent, while the average engagement time hit an impressive 12 seconds.
A striking finding was the boost of engagement during the weekends: consumers are 7 per cent more likely to click on a display ad during Saturday and Sunday compared with the rest of the week. At the same time, the average cost for online advertising on weekends was found to be around 12 per cent lower than during the week.
The growth in smartphone and tablet sales in recent years has meant the online ad industry has been abuzz with talk of mobile ads. However, despite a 67 per cent increase in RTB mob per cent of the overall digital marketing spend over the summer, mobile spend is still not living up to industry hype, only accounting for 5 per cent of the overall digital marketing spend.
Our latest report shows that the online advertising industry is in rude health and that RTB as a means for purchasing digital inventory continues to grow. While mobile is still trailing its desktop counterparts, overall, RTB continues to represent the media plan of the future, allowing marketers to run more effective, cost effective and targeted campaigns.
As brand managers increasingly look to RTB as a way to reach consumers in the digital universe, brand metrics such as engagement time, engagement rate, video play time and viewability will supersede click- through rates. However, the challenge for advertisers remains dealing with the sheer number of suppliers, which can be costly, inefficient and difficult to get one’s head round. One platform that can deliver all the above features is surely a cleaner and more effective method for advertisers to access the many innovations the online advertising industry is producing today.