UK forecasters are predicting a long, hot summer. Brands can therefore expect a surge in overnight online traffic as soaring temperatures drive sleepless consumers back to their screens, according to new research published today.
The research – conducted by adtech company The Trade Desk – analysed online traffic and click-through rates for online adverts in the UK over the heatwave last year, from June 17 to June 22.
According to the study, overnight internet traffic shot up by 19% during 2017’s heatwave as compared to the average traffic for the same period four weeks earlier; therefore, brands may need to consider reallocating campaign spend to most effectively reach their target audience.
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Londoners are reportedly the most receptive to brand messages during uncomfortably hot conditions, with internet traffic in the city increasing by approximately 49%. Manchester, Sheffield and Nottingham also saw significant spikes: 44%, 32% and 28%, respectively.
The Trade Desk’s research also reveals that brands related to careers stand to gain the most from targeting restless consumers during hot nights, as their audience reportedly grew 95%.
Meanwhile, the audience for family and parenting ads grew 90%, education 88%, and for food and drink ads the audience grew 36%.
According to Sacha Berlik, managing director EMEA, The Trade Desk, external factors such as the weather are all too often overlooked when brands are allocating campaign spend.
“Heatwaves present the perfect opportunity for brands to engage an inflated audience of bored and frustrated consumers with helpful or inspiring messages – as many people turn to their phones or laptops when high temperatures leave them tossing and turning,” she said.
“I have no doubt that the advertisers that are flexible and set some budge aside to accommodate the unexpected will get the biggest bang for their marketing buck this summer.”
