Digital marketers, take heed: online video ads are most impactful in the early morning hours, according to a new study from multi-screen ad firm YuMe and published by Business Insider.
The study surveyed over 10,000 viewers in the U.S. and determined that ad receptiveness peaked at 5 a.m. — with the most impactful hours overall occurring between 3 a.m. and 12 p.m. This is likely due to the fact that, at the beginning of the day, consumers have not yet been besieged by a daily onslaught of ads. And the early morning trend did not only apply to one demographic, according to YuMe: it was representative of millennials, Gen X, and baby boomers alike.
The study also provided a window into the different types of devices that viewers are turning to throughout the course of a day. Respondents said that they viewed most video content on their smartphones during the morning and afternoon hours, when they tended to be the most rushed. In the evenings, however, respondents preferred to consume content on larger screens, including connected TVs, laptops, and desktops.
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YuMe’s findings suggest that marketers may be able to charge more for ads that run in the morning hours. And ads served via tablets and smartphones tend to be more impactful than those served on other devices, according to the study.
For additional findings, check out Business Insider’s report right here.
