While dayparting can be used in pay-per-clock (PPC) ad campaigns, it is most commonly applied in TV and radio shows. By strategically placing advertisements and messaging during times when the audience is most receptive, dayparting aims to maximize results.In this article, let’s explore what is dayparting and why it should be a part of your marketing plan.
Dayparting: An Introduction
Originally used in radio and television programming, dayparting involves dividing the broadcast day into various time slots.Specific programs and commercials are scheduled during periods of high viewership for targeted audiences. In the context of advertising, dayparting, or ad scheduling, refers to running ad campaigns only during specific hours or days of the week.
The goal is to display ads during the times when they are most likely to generate clicks and conversions, optimizing return on ad spend (ROAS) and conversion volume. Testing is crucial when implementing any marketing strategy, including dayparting. One common mistake is focusing solely on short-term conversion rates without considering the long-term impact.
Poor conversion rates may still provide valuable impressions that could lead to conversions in the future. It is advisable to set up and test dayparting in your campaigns. Measure the improvement in your ROAS and total conversion volume to determine whether dayparting proves to be a worthwhile approach that should be continued.
The Benefits of Dayparting
While brands may want to be in front of potential customers 24/7, it is neither practical nor cost-effective to purchase every available advertising slot. The key lies in targeting the right audience with the right ads at the most opportune moments for conversion. Here are the two major advantages of incorporating dayparting into your marketing strategy:
Improved Optimization and Efficiency
Brands catering to specific audiences are often aware of the times when potential customers are more likely to be online. By running ads during these dayparts, businesses can maximize their value and engagement.
For example, if your target market consists mainly of women interested in infant and children’s products, it’s crucial to know when they are most active online, such as in the mornings after sending their kids to school or during lunch breaks when their little ones are napping.By focusing your ad campaigns during these periods, you can effectively engage your target audience and allocate your budget accordingly.
Enhanced Results and Visibility
Identifying the most effective times to run your ads can significantly increase conversions and improve brand visibility. Dayparting allows you to target individuals who are already engaged in online content and have available free time. By showcasing your brand’s best qualities during these moments, you can effectively capture their attention.
Even if they don’t convert immediately due to various reasons, such as a lengthy checkout process or indecision, you have the opportunity to create awareness and word-of-mouth marketing among potential customers.
In today’s competitive landscape, it is essential to optimize your marketing efforts to reach the right audience at the right time. Dayparting allows you to do just that, improving the effectiveness of your advertising campaigns and driving better results. Don’t overlook the power of dayparting and consider incorporating it into your marketing plan for optimal success.