Consumers are 7% more likely to click on a display ad during the weekend, with a significant rise on Saturday and Sunday compared to the rest of the week. At the same time, the average cost for online advertising at the weekend was found to be lowest, around 12% lower than during the week.
The findings are revealed in Adform’s Quarterly Media Barometer which measures consumer trends and engagement with online display advertising.
Overall, the report also revealed that brands raised their real-time bidding (RTB) advertising spend by 92% through the summer. This is despite the rising costs from publishers, who saw their CPMs increased by 30% across the quarter.