Summer months best for online ad engagement

Consumers spent longer engaging with online advertisements over the summer, with new research showing that there was a 14% year-on-year rise in engagement rates and average engagement time totalling 12 seconds.

The Quarterly Media Barometer from digital advertising software firm Adform showed that brands increased their real-time bidding (RTB) advertising spend by 92% over the summer despite rising costs from publishers.

Based on the survey's findings, consumers are also 7% more likely to click on a display ad during the weekend, with a significant rise being reported on Saturday and Sunday compared to the rest of the week. It could represent an opportunity for brands, as the average cost for online advertising at the weekend is actually 12% lower than during the week.

It was also suggested that despite a 67% increase in RTB mobile ad spend over the summer, mobile spend only accounted for 5% of the overall digital marketing spend.

Martin Stockfleth Larsen, chief marketing officer at Adform, said: "Our latest report shows that the online advertising industry is in rude health and that real-time-bidding as a means for purchasing digital inventory continues to grow. 

"As brand managers increasingly look to RTB as a way to reach consumers in the digital universe, brand metrics such as engagement time, engagement rate, video play time and view-ability will supersede click through rates. However, the challenge for advertisers remains dealing with the sheer number of different suppliers, which can be costly, inefficient and difficult to get one's head round."