It’s been some weeks now that the world has grappled with the vast multitude of impacts and changes that have come along with the COVID-19 crisis, one of which being the widespread switch to working (and staying) at home.
This critical shift has gotten marketers thinking about how they can still reach their audiences, let them know that they’re still here, and continue being a resource. After all, a shift in location out of would also, has shifted their wants, needs, content consumption, and overall behaviors.
For the brands left wondering how they can get in touch with their audience, let’s take a step back and reconsider how this shift impacts several things, including:
- The times of day and week people may be seeking products, services, or information
- Which devices people are using to consume content
- The types of content people want and need to see most right now
- The marketing goals and KPIs that make the most sense in a time like this
With the latest information and data, we’ve taken a look at the targeting trends you need to stay in touch with your audience through this tumultuous time.
When to reach consumers
There’s been a natural adjustment to the times of day and week when people are seeking out products and services. Meet consumers where they are to better connect your messages with them.
To pinpoint the best targeting strategies for our new reality, we looked at the intersection of supply and demand. When there’s lower supply and higher demand for content, that’s an opportunity for advertisers to get in front of consumers who want to see them. Supply here is the percentage of spend advertisers are dedicating to a certain time, device or type of content and demand is click-through-rate (CTR).
One major trend worth noting—we’re seeing higher demand from consumers. Overall, CTRs have risen by 1% this month from last month.
Throughout the day
Working from home can mean a multitude of things aside from just literally working from home. For the average consumer, this might look like increased family obligations, remote schooling, an increase in household tasks, and more.
Perhaps because of these lifestyle changes, we’re seeing trends that indicate it’s now best to communicate with consumers later in the day, perhaps after dinner or their children’s bedtimes, when they may find themselves in moments of next, and have some downtime to discover, peruse, and interact with your brand.
These are the local times that stood out as the best opportunity for advertisers to capitalize on:
This is different from the trends we saw last month—consumers were interacting with content in the morning hours, around 7:00am (perhaps during their commutes) as well as well as much later into the evening hours.
Throughout the week
Under regular circumstances, Sunday is often used as a planning day to assess what will be needed for the week ahead. Under these circumstances, it’s even more so.
The biggest opportunity for advertisers currently exists on Sundays and Tuesdays. This is a shift from last month when Thursdays held the biggest opportunity for advertiser campaigns.
And, perhaps once the potential influx from a busy Monday spent catching up on work and school subsidies, Tuesday is again a time for assessment. Reach consumers on these two days to help them find you when they’re in planning mode.
Where to reach consumers
Being away from the office, the commute, and regular routines may mean a difference on the devices where consumers are spending their time, consuming content, and making purchase decisions.
Consistent with trends we’ve seen in previous months, tablet devices still hold the biggest opportunity for advertisers.
With desktops being used for at-home work and mobile phones being used for endless FaceTime catch-up sessions, it makes sense that tablets may be the go-to device for that end-of-the-day browsing.
Now’s the time to test a campaign that reaches consumers on tablet devices to meet them in those real-life moments of next.
What content to share with consumers
As consumers work and operate out of their homes, it’s possible that the types of content they want to see and consume may differ from the norm.
Understanding which types of content are highest in demand will allow you to create materials that resonate with audiences most.
While text-based articles and landing pages are high in supply, they aren’t where consumer demand currently lies, which is consistent with trends we’ve seen in past months as well.
When consumers are in the aforementioned consumption mode at the end of the day at the beginning of the week, they’re open to consuming video content. As consumer behavior shifts, now’s a good time to test video landing pages and meet that demand.
Which KPIs make the most sense right now
A look into Taboola’s network typically shows a clear popular KPI that our advertisers are targeting at the moment. Right now, this is how it’s shaking out.
Currently, advertisers are focusing more on performance than on brand awareness initiatives. Consider measuring a KPI of page views or leads during this time.
When, where, how, but most importantly, why
As we find ourselves all adjusting to an everything-from-home period, it’s important to not only reach consumers thoughtfully and authentically, but also to do so on their terms—at the times and on the days and the devices which they’re open to receiving your message.
- Reach consumers in evening hours, when the workday is done, the dishes have been washed, and the kids are in bed
- Speak to consumers as they’re thinking ahead for the week in front of them, on Sunday and again on Tuesday
- Meet consumers on tablet devices, away from the work-minded desktop and the social-minded mobile
- Try video content to better engage consumers in consumption mode
- Follow suit and try targeting page views with your next campaign
The bottom line is: we’re all in this together, and if you can better serve your audiences and connect them with the important messages you have to share, now is the time to do so as efficiently as possible.