A practical approach to enhance user engagement by optimizing time to market in mobile advertisement

Abstract:

This Modern day digital marketing is an enormous system of channels comprising digital channels such as search engines, websites, social media, email, and mobile apps. Marketers can simply onboard their brands, advertising online is much more complex than the channels alone. Consumers heavily rely on digital means to research products. For example, Think with Google marketing insights found that 48% of consumers start their inquiries on search engines, while 33% look to brand websites and 26% search within mobile applications. With the burgeoning options in digital marketing and relatively lower cost compared to the traditional media, every advertiser has the opportunity to reach their target audience. Every advertiser is competing for the attention of their target audience. It is estimated that an average user is expected to encounter 6000 to 7000 advertisements every day. Since it is not humanly possible to hold the user’s attention to all the ads, it thus becomes imperative to reach the user when they are most likely to engage with the ad. The attention window of every user is different and it varies with the channel. The behaviour of individual users is also dynamic. Thus the solution that suggests the best time to send has to be dynamic and adaptive. Optimizing the time when the ad is delivered to every user on a specific channel thus helps marketers in achieving the best possible engagement and thus aids in attaining optimum conversion goals. This paper presents a method to estimate the best time to send a campaign in order to maximize user engagement with the ads.