Marketers have a one hour ‘sweet spot’ to drive consumer conversion study claims

Marketers have a one hour ‘sweet spot’ after consumers go searching for information, where serving them the right ad can increase conversion, new research on real-time marketing claims

The research was done by enterprise advertising platform RadiumOne, in association with IAB Australia, and looked at consumer behaviour across a number of areas, such as travel and finance.

“The research has shown us that the first hour is absolutely critical in terms of the marketer’s ability to connect to the consumer,” said Patrick Darcy, Asia Pacific commercial director of RadiumOne.

“The research covered everything from travel through to finance and the lead time in the those two is very very different, but still when you look at something like the finance sector there is a two and half times higher conversion in that first hour.”