Dayparting Digital

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Jun 25, 2015 by Mark Maier

It is just as important to daypart your digital ads as your broadcast ads according to the latest from MediaPost who reports that mobile shows some interesting logistics to discuss with your clients...

"As more brands and agencies embrace multiscreen and develop integrated campaigns, the question of ROI—and how to make the most promising assets in the mix sing—looms large. At a high level, given its capacity for visual engagement and its place in the connected consumer’s day-in-the-life, there’s no richer asset than mobile video. If you crack the code on that platform, in the new multiscreen context, you’re ahead of the curve. So, with our eyes on maximum return, how do we make sure we’ve got the formula? It comes down to very specific methods.

Be on time. Day-parting is  a concept that’s been around for decades, but that’s because it works. Drilling down to the device level, overlaying known user behaviors within the consumer journey can increase the efficacy of campaigns. Just like TV scheduling, the same truths apply in the mobile medium.

We know that tablet and desktop usage spikes first thing in the morning and then again during prime time. According to a study by Exact Target, 6 p.m.-12 a.m. is the time when tablet usage actually surpasses smartphone usage. People accessing media on these platforms tend to be “appointment viewing,” while smartphone consumption throughout the day is more of an opportunistic view—such as waiting in line to get coffee or in between conference calls.

A smart media plan will leverage Wi-Fi /tablet/desktop targeting in the a.m. and prime-time day-parts, and then mobile throughout the day to optimize media investment. When smart day-parting is used and tuned to real connected lifestyle, you can expect as much as a 25% increase in engagement.

Location matters. There’s a lot of talk about the amount of scale and reach an advertiser can achieve through broader buying platforms like programmatic. There certainly is a place for these types of buys, especially for pure awareness marketing. But location definitely matters for users of mobile video, providing utility to take engagement and evolve to a data-driven conversion. Most importantly, a user is much more willing to engage with a rich-media unit when it runs in a safe, trusted environment, such as in-app or on a top-tier publisher.

Demand creative excellence. Consider working with a creative agency to develop assets that work exclusively for the designated medium. We all know that trying to retrofit a desktop full-page rich media asset for mobile often results in a sub-optimal experience. Think about ways to create an engaging opportunity that can leverage the native functionality of the device. For example, try layering in a shoppable video execution to a :15/:30 video spot that lets a user tap and continue the experience by driving to a brick-and-mortar, by spawning map functionality with pre-loaded directions to the brand's retail location.

Plant in fertile ground. Capturing a user who has already expressed an interest in or viewed information about your product is one of the simplest yet most effective ways to stay top-of-mind or to cross-sell. As you opt for retargeting, it’s important to make sure it’s well thought out and truly works with the creative ad unit. Layering in smart re-targeting and sequential targeting can have a significant impact on the engagement rate of a campaign.  This, of course, has to be tempered with frequency capping. Hitting a user more than 3x in a 14-day window results in steep traffic drop-offs and tends to negatively impact engagement rates.

Boosting the curve on returns. We’re seeing the benefit of being more purposeful and choosing the best ad unit options for the mix—choices that play to cross-platform consumer engagement. At the same time, we’re developing the targeting approach for these media with data. Gone are the days of treating mobile and mobile video as the mysterious shiny object within the mix. Turns out that getting them right, powered by analytics, will do more for boosting our curve of returns than we ever imagined possible."

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