Use Facebook Day-Parting to Advertise at the Time of Need
Published: December 16, 2013
Author: Sean Burke
Advertising to a potential customer at the right place and at the right time is every marketer’s dream. That person will see your brand and hopefully convert because you appeared right when they needed you, whether they knew they had a need or not. This type of advertising is possible on Facebook and may provide better results than running a campaign continuously. By advertising to a customer for only a short period of time, you can optimize your advertising dollars and increase conversions. Below are a few examples of how companies can use this technique to boost their advertising effectiveness.
1. The Early Bird Gets the Worm
A recent report found that 79% of smartphones users between with ages of 18 and 44 check their cell phone within 15 minutes of waking up. Of that group, nearly 80% check their phone immediately after waking up. This is the perfect time to use a short and simple mobile ad. If you operate a fitness or health company, greet people in the morning with a motivational post. Imagine waking up to an ad from your gym explaining what time the classes were that day or an ad by Men’s Health with a link to “Boost your Metabolism Throughout the Day with this 2 Minute Pre-Work Exercise.”
Other Morning Marketers: News, Weather, Traffic, Local Events
2. Stomach Growling?
Advertising at mealtimes is a no-brainer for restaurants. For example, say it’s Friday morning and I’m sitting at my desk thinking about lunch. Magically in my Facebook News Feed I see an ad for Wendy’s Baconator. Not only that, I see it’s a sponsored story and a few of my friends are fans of the Baconator as well. I may not be in the mood for a burger that day, but if I see that ad on and off for a few weeks, I’ll have to try one out.
Other Mealtime Marketers: Grocery Stores, Recipes, Nutritional Information, Food Articles
3. A Night on the Town
When going out on the weekends, taxis are the go-to mode of transportation. Often I sit around waiting for others to get ready before we head out. What do people do when they’re bored? They get on Facebook. A company like Uber could advertise an app download ad on Friday and Saturday nights from 6 to 11 p.m. in the time zones of their respective markets. This would encourage people to download the app and check out the service.
Other Weekend Marketers: Alcohol, Bars, Music Apps, Game Apps, Television Stations, Movies
Do you use day-parting in your Facebook advertising? How can your business or industry advertise at the time of need?