Day vs Night for ad costs and why (6)
Hey there my fellow IM'ers 
I had a question I was hoping to get feedback on if anyone cares to jump in...
What would you say is the likely price discrepency for ads between daytime and nightime?
I've been following a few US websites I'm buying media on the last few days and it seems clear that prices go up in the daytime (unless I"m totally missing something).
Would you say that's accurate or...???
And what accounts for that- is that from people buying ads for lead-gen offers that can only be run during business hours? Brand-buyers buying ads while they're at work 9-5? Or are ads typically more profitable during the day?
And are there any ways to take advantage of this? (offers that specifically work well at night, etc).
Just something I was curious on and hadn't come across any old posts about in my reading on the site.
Thanks and I highly appreciate anyone's thoughts/feedback!
Hello jack, this is strongly vertical dependent and varies from one source to another.
A great example would be to compare COD campaigns that require some kind of confirmation handled through a call centre on one hand and adult dating campaign on the other one.
While for the COD offer, you have the best chance of getting leads verified by the call center within their regular business hours, with adult dating I see the best conversion rates later in the evening.
This is why you can see many people running dayparting campaigns, so they turn them on only during certain hours. And yes, they tend to bid higher during those hours so it can drive the traffic prices up.
The same happens when talking about targeting specific days ... we can use the same example again, some call centers don't operate during the weekend, so it won't work so well on sat and sun. But adult dating works the opposite, weekend evenings usually work very well.
Cheers,
Matej.
Thanks Matej- much appreciated!
I guess if you can really get clarity on the flow for a given site or niche you could use this to your advantage then.
I'm also trying to watch the 'good' affiliates I see when manually spying and taking of when and in what positions their ads are showing. Its interesting seeing the flow of affiliate offers vs arbitrage vs brand stuff throughout the day..
I think I'm even starting to notice on these sites I frequent a lot when another newbie is trying something out. You can kind of tell from the similar landing page to a usual one but with different URL, and the ad suddenly showing up in the top position for a day and then disappearing, etc.
Absolutely fascinating stuff man...
Again much appreciate you responding
One of the tips that was passed along by a native ad network in a presentation a few years back was that bids start to fall off around 4pm after most campaigns have run through their budget for the day. I would imagine brands account for most of that budgeted spend, but that may be different for a small advertising network.
Originally Posted by thedudeabides
And one more thing : I know that quite a lot of affiliates are pausing campaigns during major holiday ... Christmas, new years, thanks giving ... for example.
Yup - definitely agree with the others that it's offer-dependent.
There are offers that are "blackhat" that the offer owners will ask that we only run at night time (local time) when most of the "police" is asleep.
There are offers that are capped, that will have the cap reset automatically at midnight - then affiliates that are running that offer will try to bid high for the traffic until the cap runs out sometime during the day. And as more affiliates run the offer, the earlier in the day the cap is reached.
Just two more scenarios in additional to the ones suggested in posts above. There are all kinds of different situations. Won't know until stats tell you (and those will change also - which is why it's important to monitor stats).
Amy
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