Marketers have a one hour ‘sweet spot’ to drive consumer conversion study claims

Screen Shot 2014-11-03 at 11.27.37 amMarketers have a one hour ‘sweet spot’ after consumers go searching for information, where serving them the right ad can increase conversion, new research on real-time marketing claims

The research was done by enterprise advertising platform RadiumOne, in association with IAB Australia, and looked at consumer behaviour across a number of areas, such as travel and finance.

“The research has shown us that the first hour is absolutely critical in terms of the marketer’s ability to connect to the consumer,” said Patrick Darcy, Asia Pacific commercial director of RadiumOne.

“The research covered everything from travel through to finance and the lead time in the those two is very very different, but still when you look at something like the finance sector there is a two and half times higher conversion in that first hour.”

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The research claims a travel advertiser delivered 13 per cent of ad impressions during the “sweet spot” to drive 81 per cent conversions after consumers had signalled their buying intent.

RadiumOne also claims the one hour window stands for advertisers with longer sales cycles such as finance, with financial services advertiser delivering 7 per cent ad impressions within an hour to drive 29 per cent conversion.

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“I think marketers have understood the importance of connecting relatively quickly but I don’t think they recognise how important that first hour is after the consumer has shown intent,” said Darcy.

“The research itself demonstrates the importance of connecting in that first hour and the results are more significant than even we thought they would be.”

The report also argues that marketers need to create better creative work for the online environment to better engage consumers and ensure their advertising does not become wallpaper.

“Marketers will need high-impact, dynamic creative units for display RTB, mobile RTB, video RTB and social RTB to fully capitalize on cross-channel capabilities,” the report finds.

Darcy argued that to achieve this clients needed to make themselves more aware of the real time options available to achieve better results in digital marketing.

“The other thing that marketers should recognise is the importance of having that omni-channel view. An integrated platform means you have the ability to recognise interpret and serve ads at speed.”

Nic Christensen


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