This broadcasting term has been completely high jacked by the mobile marketing gurus. Dayparting: dividing the day into several parts and providing unique programming during each. Since the world went mobile, suddenly Dayparting has expanded over 24 hours, for both viewing and e-commerce, and reduced down to Microparting messages.
Cue the digital marketing Dayparter; pushing highly relevant content — via paid search, text, email, display ad, push notification — at a time when it makes sense to people.
1. Reason #1 Time is of the essence
A good example is the change in parent targeting for online ads. Avoiding school drop off and school pick up hours would seem like common sense. Anyone sitting outside a school, watching the number of folk with phone in hand, moburfing (mobile surfing) while waiting in cars or swapping useful links/apps to have, knows that this is prime parent mobile viewing time.
If a takeout company or café is looking to launch a new breakfast line, what better time to get the message out there than in the morning rush hour, when the mobile masses are on buses, metros, in car pools. Having already checked their phone at least once before leaving home, it goes without saying.
2. Reason #2 Don’t call it a night
According to the U.S based app Locket:
- The average person checks their phone 110 times a day
- The average person checks 9 times an hour
- Peak viewing times – 5pm-9pm
- Drops to quarter of active users between 3am-5am
Mobile use spikes after work, whenever works finishes for most people – a key part of the ad day.
3. Reason #3 Time is money
According to Neilsen, Yahoo’s Flurry Analytics and comScore recent date, 89% of consumer mobile time is spent on media through mobile apps. Dayparting for push notifications or app alerts is the raison d’être of a good app and not using the time option for online ads is a crime punishable by low click rates. Not only can you tag ads to location and demographics, day parting comes in to refine to make sure your ad money is not running out too early in the day / missing the mark completely.
4. Reason #4 It’s all in the timing
Dayparting comes with a health warning: getting your analytics right and understanding your target market/s is a given.
It’s also not much use if you don’t pay attention to the results to make sure you are maximizing your peaks for products and reducing down on the dead zones. Setting the assumptions and then testing and adjusting is key, but then this is the case with all digital marketing. Immediate correction is part of the fun and the reward.
So why should you care about Dayparting?
- Paradoxically, there is more downtime for mobile viewing when people are on the move
- The tools are there to target by time of day so why not use them
- The tools are there to target by time of day and your successful competitors are using them
- Watch those open rates rise
If you are not optimizing your Microparting or Dayparting strategy just yet, don’t despair. As the saying goes, better late than never; tomorrow’s another day to make it just in the nick of time.
Andrie Steliou
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