Some interesting research from the IAB today about how online advertisers are missing out on opportunities to target consumers when they are most likely to buy, see the NMA article here.
It got me thinking about whether this is something that affiliates can take on board. Now I know that PPC affiliates will day-part target in order to capitalise on peak buying times but how do aother affiliates fit into this mix?
The research highlighted to me the fact that affiliates need to understand not only the demographic of their users, but also take into account the mindset of consumers when they are browsing the site. The research claims to show that 64% of consumers have never clicked on an advert within a web page, although I suspect this relates to display advertising and should probably state that 64% of consumers have never knowingly clicked on an advert.
The report also states that “The research showed that 51% of consumers were more likely to pay attention to a relevant ad and 49% were more likely to notice useful ads, with consumers most likely to pay attention when researching deals(19%) and shopping online(13%).
Now I would argue that a lot of this researching and shopping is done on affiliate sites, so do affiliates optimise their sites in line with the customers mindset? Is there anything more that merchants can do to assist affiliates in converting traffic from consumers who are in a buying state of mind?
