Consumers are seven per cent more likely to click on a display ad during the weekend while online advertising is around 12 per cent lower over the weekend than during the week.
The research from Adform’s latest Quarterly Media Barometer found that brands increased their real-time bidding (RTB) ad spend by 92 per cent through the summer; while consumers spent longer engaging with ads.
However, despite a 67 per cent increase in RTB mobile ad spend over the summer, mobile spend only accounted for five per cent of the overall digital marketing spend.
“While mobile is still trailing its desktop counterparts, overall RTB continues to represent the media plan of the future, allowing marketers to run more effective, cost effective and targeted campaigns,” Martin Stockfleth Larsen, CMO at Adform commented.
“As brand managers increasingly look to RTB as a way to reach consumers in the digital universe, brand metrics such as engagement time, engagement rate, video play time and viewability will supersede click through rates. However, the challenge for advertisers remains dealing with the sheer number of different suppliers, which can be costly, inefficient, and difficult to get one’s head round.
He added: "One platform that can deliver all the above features is surely a cleaner and more effective method for advertisers to access the many innovations the online advertising industry is producing today."
There was found to be a 14 per cent rise in engagement rates over the summer, with the average engagement time being 12 seconds.