An analysis made by RTB House in 30 markets shows that, while users click ads more frequently on weekends, they are more likely to make purchases from banner ads during the weekdays.
The study is based on data collected, in February, from 450 campaigns conducted in the RTB model, an online ad technology that allows the purchase and sale of single ad views in real time. The data was derived from personalized retargeting tools developed by RTB House.
The results show that users clicked on ads most frequently during Saturdays and Sundays, showing CTRs at 0.36%. The highest activity was recorded between 3 and 5 PM (when CTR reaches to 0.41%).
Despite higher numbers of clicks on the weekends, users seem to have stronger potential for buying decisions during the weekdays. One-third of all clicks that ended up with a purchase were recorded on Mondays and Tuesdays (32% of the weekly results). The largest purchase activity was seen on Monday from 9-10 AM (6% of all purchases) and Tuesday, 10-11 AM (7%). Evening hours between 7 and 8 PM saw 7% of all transactions. The data also shows that the number of purchasing decisions (based on ad-clicks) declines as the days of the week progress further.
The study is based on data collected from over 450 campaigns running on RTB (Real Time Bidding) model. The data was collected from 30 markets, including Romania, for February 2014.
Translation provided by AdHuggerCarmen Maria Andronache carmenpaginademedia.ro