Key findings Whats the best part of the week to advertise RAMetrics data shows that there is not much of a difference for ad recall when we look at Monday to Wednesday compared with Thursday to Saturday ID: 593864
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Slide1
What’s the best part of the week to advertise?
Updated
May
2018Slide2
Key findings: What’s the best part of the week to advertise?
Analysis of RAMetrics data shows that your choice of day does in fact have a moderate impact on ad performance. Readers
find advertising
that runs near the end of the week to be more memorable than advertising that runs at the beginning of the week (ad recall: 68% vs 72% for Mon – Wed vs Thu – Sat ads). Interestingly, ads near the end of the week tend to outperform ads that run at the end of the week i.e. Sunday
(ad recall: 72% vs 57% for Thu – Sat vs Sun ads).Ads running from Thu - Sat score marginally better than their Mon – Wed counterparts, however they perform significantly better than ads which run on Sunday. Not only are Thu – Sat ads more memorable, but readers also find them easier to understand (45% vs 48% vs 41%, for Mon - Wed, Thu – Sat, Sun, respectively), more interesting (31% vs 33% vs 24%,for Mon - Wed, Thu – Sat, Sun, respectively), and they provoke more of an emotional reaction (20% vs 23% vs 12%,for Mon - Wed, Thu – Sat, Sun, respectively).When it comes to taking action, ads during the beginning of the week and at the end of the week, score similarly across some measures, such as encouraging readers to visit the advertiser (13% vs 16% vs 13% for Mon - Wed, Thu – Sat, Sun, respectively) and their purchasing intentions (10% vs 14% vs 10% for Mon - Wed, Thu – Sat, Sun, respectively). Despite marginal differences, ads that run near the end of the week are more likely encourage action. Thu – Sat ads, when compared against ads during the remainder of the week, come out on top across all brand and action measures. This is visible when looking at the purchase funnel too, ads placed near the end of the week are better at converting readers who recognise the brand into an engaged audience (conversation rate: 86% vs 92% vs 76% for Mon - Wed, Thu – Sat, Sun, respectively) and then further down into action takers (conversation rate: 45% vs 50% vs 48 for Mon - Wed, Thu – Sat, Sun, respectively
Source:
RAMetrics
. Countries: England/Scotland.
Mon – Wed: 100 ads, 18/08/2016 – 30/04/2018, Thu – Sat: 100 ads, 14/01/2017 – 30/04/2018, Sun: 100 ads, 10/08/2012 – 30/04/2018.
Score base: R
ead
the newspaper.Slide3
Days of the week - Ad recallSource: RAMetrics. Countries: England/Scotland. Mon – Wed: 100 ads, 18/08/2016 – 30/04/2018, Thu – Sat: 100 ads, 14/01/2017 – 30/04/2018, Sun: 100 ads, 10/08/2012 – 30/04/2018.
Score base: Read the newspaper.Slide4
Start of week vs end of week ad
comparisonattention
action
engagement
recognitionbrand measures+Mon - WedThu - SatSunSource: RAMetrics. Countries: England/Scotland. Mon – Wed: 100 ads, 18/08/2016 – 30/04/2018, Thu – Sat: 100 ads, 14/01/2017 – 30/04/2018, Sun: 100 ads, 10/08/2012 – 30/04/2018. Score base: Read the newspaper.Slide5
Although left-hand page ads are less recalled, they are better than right-hand ads at converting engagement to action
Mon - Wed
53%
86%
45%Ad recall 68%Brand recognition 36%Engagement 31%Action 14%Thu - Sat
51%
92%
50%
Ad recall
72%
Brand recognition
37%
Engagement
34%
Action
17%
Sun
58%
76%
48%
Ad recall
57%
Brand recognition
33%
Engagement
25%
Action
12%
Source:
RAMetrics
. Countries: England/Scotland.
Mon – Wed: 100 ads, 18/08/2016 – 30/04/2018, Thu – Sat: 100 ads, 14/01/2017 – 30/04/2018, Sun: 100 ads, 10/08/2012 – 30/04/2018.
Score base: R
ead
the newspaper.Slide6
Print readers spend a lot of time with their
paper
Time spent reading print on the days people read
Source: IPA Touchpoints 2017
Daily newspapersSunday newspapers