Adfonic insights indicate a night time peak in smartphone traffic that advertisers are passing up on

10 November 2010: Adfonic – the only real European-based global mobile advertising marketplace – has revealed through its reporting of real time clicks within its marketplace that advertisers could be missing out on a growing mobile audience during the evening. Detailed hourly click patterns show that traffic starts to build from around 6.00pm and keeps rising throughout the evening before peaking at midnight. Additionally, it appears that the morning hours offers possibility of mobile advertisers, as an increasing number of individuals awaken and spend some time browsing online on their smartphones. Both of these peaks in smartphone traffic coincide with dips in online traffic, traditionally viewed as dead times for online advertising, revealing a clear chance of advertisers to reach incremental audiences through mobile.

“Analysis of our data shows that among iPhone, iPad and other smartphone traffic, there is a development in ‘sofa’ and ‘bed’ surfing as users switch from TV watching to mobile browsing available breaks or between programmes. Many appear to prefer their smartphone – to engage with social media in order to download apps for example – to some good book once they go to bed,” says Paul Childs, chief marketing officer at Adfonic.

The insights also highlighted that many smartphone users connect over wi-fi in the evenings instead of special broadband, that was reflected within the high level of app downloads. However, exactly the same isn’t true throughout a smaller surfing peak through the morning commuter period, where app downloads are fewer because of the insufficient a great connection.

“It appears that many brands are still missing a trick and therefore are yet to take advantage of the full advertising potential of mobile,” says Childs. “As people switch off from TV advertising and spend less of the evening before a PC, the smartphone and tablet devices like the iPad are becoming the mediums of preference for spontaneous internet access. They also open exciting new possibilities to cross-link TV and online campaigns with mobile devices and content and also the possibility to engage more effectively with consumers through richer mobile ad units.”

Adfonic’s powerful real-time reporting and analytics is also able to map clicks over the UK, and reveals that contrary to popular opinion, iPhone, Android and iPad penetration is not confined to the London area. Adfonic’s figures show usage is now nationwide with heavy concentrations around all major urban conurbations.

“What is clear from this research is that smartphone and tablet products are changing the habits from the digital audience,” adds Childs. “As well as immediate and constant online access, they permit consumers to have interaction with brands in new methods TV and laptops simply cannot contend with. The opportunity for advertisers to achieve and build relationships new audiences is huge while offering great potential for the mobile industry to leverage.”

Having launched just over last year, Adfonic already has over 2,000 publishers within its network generating earnings from typically 3,000 live ad campaigns monthly including major advertiser brands such as Yell.com, Peugeot and Sky. The number of ad impressions served through its network is placed to reach two billion per month within the next quarter.

From the Adfonic exaple its evident that Today the mobile advertising platform is reaching great heights. The main reason with this excitement may be the amount of people that own cell phones, and in particular smartphones. Their number is certainly dramatically rising by the end of 2013 it is estimated that more and more people will access the web via their phone than their computer. Also from an advertisers perspective, the quantity of the population which can be covered by this method of selling is really mind-boggling.

Therefore, businesses have a vast base of prospective customers to market to. There’s also few other facets which make this type of advertising a hit amongst businesses.

The ability to pinpoint your target market is among the best features of mobile advertising wherein it is simple to target your customers by gender, age, location, country, connection type and mobile platform. This really helps businesses in their conversion to sale ratio, which allows these phones make better ROI.

Mobile advertising is accomplished in many ways but mostly to control your emotions as banner advertising. Popular places to put mobile banner ads are the top or bottom from the mobile browser page. Other popular types of mobile advertising are SMS ads, MMS adverts, ads within mobile games or in-application and video ads which appear during loading time.

Another great advantage of mobile advertising is the fact that it’s effectiveness can be simply measured using various means, like quantity of clicks or views. Using the latest introduction of interactive ads, people may even interact with the advertiser with the ad.

When a new product is created, the company really wants to spread the word about their product to large number of potential customers. This has become possible with mobile advertising since it has got the potential to reach audiences like never before. Companies are now able to influence an entirely new segment of prospective customers.

Businesses can buy mobile ads from ad publishing companies which help them in contacting millions of prospective customers. Only a small fee is charged through the ad publishing companies when any mobile user clicks on their ads. This helps to ensure that businesses pay only for direct leads and interested companies.

This kind of advertising permits businesses to ensure that they’re spending their cash on only those ads which will benefit their operations and returns. Companies can also choose the kind of target audience they wish to reach using their ads.