Web Group Launches Day Parting Service
UK web technology group, Mirago, has launched a new day-parting service to allow advertisers to choose what times their search listings are displayed.
The new service will allow the company’s UK pay-per-click advertisers to select the time of day, week and month that their listings are displayed, allowing them to better target their campaigns and maximise their return on investment.
In practical terms this means that a business-to-business company which does not want its listings accessible in the evenings or weekends because it has no service available, can prevent ‘wasted’ clicks that it would previously have to pay for.
Similarly, a travel company who knows its best ROI is from evening and weekend traffic can ensure its listings are only available at these times.
Commenting on the initiative, Lawrence Frewin of Accommodation.com, said: “Being able to choose what time and date our listings are displayed on Mirago means that we can apply our advertising budget far more precisely than before. We can now display our adverts at the times and on the days that buyers are most active but not advertise when users are just browsing.”
The day-parting service follows close on the heels of Mirago’s new source exclusion service which allows companies to de-select traffic from specific websites that provide low sales conversion rates.
The initiatives will provide further evidence of internet advertising’s affinity with broadcast advertising (see Feature: Internet Advertising Flexes Its Muscles).
Earlier this year new research from the Online Publishers Association revealed that targeting specific consumers by day-part could dramatically change the way media planners approach online advertising (see New Research Set To Revolutionise Online Ad Planning).
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