While users click ads more frequently on weekends, they are more likely to make purchases from banner ads during the weekdays, shows analysis on campaigns carried out by RTB House in 30 markets.
The study is based on data collected from 450 campaigns conducted in the RTB model, an online ad technology that allows the purchase and sale of single ad views in real time. The data was derived from personalized retargeting tools developed by RTB House.
The results show that users clicked on ads most frequently during Saturdays and Sundays, showing CTRs (the relation between the number of clicks and ad displays) at 0.36%. The highest activity was recorded between 3 and 5 PM (CTR: 0.41%).
Despite higher numbers of clicks on the weekends, users seem to have stronger potential for buying decisions during the weekdays. One-third of all clicks that ended up with a purchase were recorded on Mondays and Tuesdays (32% of the weekly results). The largest purchase activity was seen on Monday from 9-10 AM (6% of all purchases) and Tuesday, 10-11 AM (7%). Evening hours between 7 and 8 PM saw 7% of all transactions. The data also shows that the number of purchasing decisions (based on ad-clicks) declines as the days of the week progress further.
As Maciek Mikołajczak, business development director CEE in RTB House, observes, “These results reflect the way in which users experience shopping on the web. Online buying trends seem to be influenced by new trends in the office – as employees more frequently use internet to check private emails, news, and other online resources during work hours, they increasingly come across digital ads and can devote a few moments for shopping also. Our data seems to confirm that online shoppers buy more often in the evenings, but the weekday mornings are just as important. That information can help us to plan advertising activities via the internet. Knowing at what day or hour users are more likely to click and buy, we can maximize the effect of our clients’ campaigns.”
The analysis observed 30 markets in which RTB operates, during the month of February in 2014.