Marketing ‘sweet spot’ sits in the hour following signal of intent

The report, from the Interactive Advertising Bureau (IAB) Australia and advertising platform RadiumOne, revealed that a travel advertiser delivered 13% of its ad impressions during the “sweet spot” to drive 81% of conversions. By the second hour, conversion rates had dropped to seven times lower.

Similarly, a financial services advertiser, traditionally a field with longer sales cycles, delivered 7% of impressions during the same sweet spot of 60 minutes following a signal of intent (for example a search or click) to drive 29% of conversions. By the second hour, conversion rates dropped by two and a half times.

“When there’s latency between the moment that a consumer signals intent and the moment that an advertiser responds with an ad, advertising performance suffers,” said the report. “The greater the latency, the bigger the hit on performance.”