Consumers receptive to mobile ads while watching TV, before bed
In a study done by Aki Technologies, a survey found that almost 60% of people who are, you know, looking at advertising, are the most receptive when they’re either watching TV or before they go to bed.
Now, this is great news for people who are doing their own marketing or looking into marketing and how to craft better messaging based off of time. Also knowing that our audience is gonna be the most receptive at specific activities and then how we can craft our ads and our messaging around that activity.
So, let’s take a look real quick here at the chart and then we’ll break it down just a little bit and how this would work for you and your clinic. So, first off, we’ve got 59% are more receptive while watching TV, which also tells you that TV’s boring. And then 51% are also more receptive before they, while they’re in bed before they go to sleep. So, it’s kind of when all those defenses are coming down, which makes sense a little bit.
Now the category that kind of bucks this trend is boomers and Generation X, alright, so, that’s gonna be your older demographic. That’s the 40, 45 plus range, they’re gonna be the ones that don’t really care, the nighttime stuff or when they’re watching TV, you know, your ads are not gonna be more effective on them.
So, if you’re advertising is primarily focused on that age group, the 45 and up, then nighttime is actually a period where you want to do less advertising, not more, because they’re less receptive to your message, OK? Also the times when you might see higher TV viewing. And you know what? This is where, you know, we could dig into study after study on, oh when do people watch TV, this, that, and the other, when are they binge-watching on Netflix, just ask a couple of your patients, be like, hey, just curious, you know, when do you tend to watch the most TV? Right? When do you tend to go to bed? Just make it part of the conversation when you’re just, you know, talking with your patients. And just get for your area what seems to be that window. You’ll most likely see a trend pop up for your area on when people are watching and when people are going to bed.
So, that way you can watch that 45 plus range and make an adjustment. But the real good news is for you Generation Z and millennials, OK? Now millennials are more receptive while they’re watching TV at home, which is great. Millennials are watching, consuming a lot, they’re the ones binge-watching on Netflix and things like that, which is probably why they’re more receptive.
So, they are a lot more receptive, so, if you’re going for that 25-35-year-old range, boom, you want to focus on that and you want your messaging to focus around what they’re doing. You know, find out what’s the latest Netflix binge, right? Maybe craft your marketing around that Netflix binge, right? Be like, hey, you know, I’m just making stuff up here, Bobby from show Z, you know, he suffered with a back pain, you know, we can help Bobby and you get out of back pain, right? Just, you know, different things like that that you can kind of spin up based off of what they might be doing.
The other big one is being, they’re most receptive while they’re in bed before they go to sleep. 22% more receptive when they’re going to bed. That’s a big number for Generation Z and 12% for millennials. So again, if you’re going for that 18-35 range, that nighttime slot before they’re going to bed, so we’re talking like 10:30-1:00 in the morning, right? That’s their slot right there, that’s when they’re gonna be the most receptive.
Now, couple things you’re gonna want to do then because you know that.
One, you’re gonna want your ads to not be bright, right? You want to have some more of those muted colors so that way you’re not just boom, in their eyes, they’re probably gonna get mad at you. So, work with some more of those muted colors.
The other thing that you want to do is you don’t want your process to be complicated. They’re going to bed, right? So, they’re not gonna want to fill out forms. So, this is where Facebook lead gen ads come into play, this is where, you know, you could maybe play off of some of your remarketing again because they’re reasoning to not work with you is lower, you know, they want to just kind of go to sleep and whatnot, so they’re just going through the motions in a sense, so this is where you don’t want to necessarily capture the big lead, you’re not gonna turn around and say, hey, do you want to buy this $10,000 product?
Instead, you’re gonna be going more along the lines of, hey, let’s catch your email, let’s start you in an email drip sequence, you know, maybe let’s start you into a remarketing so that when you’re more aware but you remember us, then that’s when we can capture you later. And that’s what this article kind of goes on to say later is the brand familiarity, right? So, the more they’re familiar with your brand or the more the creative captures your attention, the more likely they’re going to be interacting with your ad.
The other thing is it found that the factors that motivate attention are consistent, you know, they are the ones that are the ones, these are the type of people where they have their patterns in place. And then the people that are on the go, they don’t work as well, right? Because they’re awake, they’re moving and whatnot.
So, you want to work with this time window, build up your brand awareness, do something simple, and be able to capture that younger generation and it’s gonna work beautifully for you.
