Ad receptivity shines in the AM | Ad Tech | News | Rapid TV News
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Optimal ad times could be shifting to early morning and could be worth a higher premium due to higher levels of receptivity to advertising and the willingness to receive a message from a brand, says the new YuMe Publisher’s Guide.

yumeTraditionally, evenings are viewed as optimal due to the volume of video viewership but the new guide showed a level of 59 in terms of receptivity in the morning versus 45 in the evening (on a scale of one to 100). Taking advantage of the early morning peak in ad receptivity may result in a more successful digital campaign.

“Our research continues to show that a combination of behavioural, contextual and psychographic factors play a decisive role in how consumers view and respond to advertising,” said Stephanie Gaines, vice president, Corporate Marketing, YuMe. “We believe publishers can improve effectiveness when they use consumer insights to match content and adapt publishing practices to optimize ad receptivity and effectiveness.”

The time of day can drive ad performance too. In the morning (3am to 12pm) purchase intent is highest at 11%, followed by the night (9pm to 3am) at 5% and trailed by the afternoon (12pm to 5pm) and evening (5pm to 9pm) at 4% each.

Overall favourability scores were also higher for the morning and night at 17% and 8% respectively, compared to 3% in the afternoon and 4% in the evening.

The study also found that when presented with choices for 30 seconds of ad time, consumers showed a
preference for one 30-second ad over a series of shorter ads totalling the same length. The primary reason given was a desire to minimise interruption of content.

On the mobile front, ad receptivity for tablets is highest in the morning (score of 72), while for smartphones it is highest in the afternoon (score of 52).

Unsurprisingly, respondents that rated the content as enjoyable also responded with higher levels of favourability. Overall favourability ratings came in at 60% if consumers enjoyed the content, as compared to 15% if they did not enjoy the content.

“Our research shows that, by understanding viewership behaviours, ad receptivity and ad performance insights, publishers can build strategies to better curate content at the right time across the right devices,” said Paul Neto, senior research director, YuMe. “Based on these consumer insights, publishers can and should take advantage of new monetisation opportunities, particularly as it relates to placing a premium on early mornings where digital ad receptivity is highest.”