Day parting, or the practice of dividing the day into segments in order to refine your marketing targeting, has been around for a long time. It's most notably observed in television advertising, where specific audiences who enjoy certain programs can be more effectively targeted. It's a very basic and hassle-free type of predictive modeling. Unfortunately, the transition from day part television to day part Facebook advertisements hasn't been a smooth one.
Many marketers and advertisers have jumped on the Facebook bandwagon - as well they should - trying to leverage a little of the social media platform's astounding reach, with over 750 million users worldwide. Statistics show that the effective click-through rate on Facebook advertisements can be predicted at certain times of the day. For example, men are 42 percent more likely to click on a Facebook ad and make a purchase during the evening hours than women are, according to ClickZ. The same source also reveals that people aged over 50 are 119 percent more likely to make purchases in the morning than at any other time. Having such knowledge presents the perfect opportunity for marketers and advertisers to effectively target their ad placement and garner more returns.
"When you think about how people use Facebook at different times of the day, it makes sense that adverts would perform differently," said Simon Mansell, CEO of TBG Inc. in a statement, ClickZ reports. "Most of our clients are brands which want to run at scale, so this data does not mean we pause campaigns at different times, but rather we bid more or less aggressively depending on the time of day."
In order to make the most of this information, companies need a way to efficiently target their campaigns.
Using Semcasting Facebook microTargeting, day parting is made easy. Companies can get both a full view of who their customers are, and they can control when their ad is being run on Facebook and to which audience. Semcasting's enhanced demographic targeting, which considers over 750 variables, not only assists marketing campaigns by creating digital look-a-likes of current customers, but also helps them access these individuals at the right time. Advertisements can be aligned so that specific messages reach the right candidates on specific dates and times in order to achieve maximum effectiveness. Using this tool, companies can ensure full outreach and a worthy return on their investment.
Ray Kingman : Jan 20, 2012 10:36:39 AM
