January 17, 2018

Campaign: "When the temperature drops, Brits click on travel, family and fashion"

A recent study by The Trade Desk found that this winter's bitter weather has made Brits more open to online advertising, particularly travel ads for people looking to escape the cold.

Travel ads are particularly popular when the weather drops

Travel ads are particularly popular when the weather drops

The study analysed click-through rates for online ads in the UK, split by time of day and vertical, to identify spikes around sudden drops in temperature.

It found that after temperatures dropped just shy of freezing on the night of 1 December last year, click-through rates for travel-related ads were almost four times (386 percent) higher than average on the night of Saturday 2 December.

The Trade Desk benchmarked 50 million ad impressions during the cold snap against average click-through-rates in October to arrive at this result.

Clicks on family and parenting-related ads rose by 113 percent, while engagement with style and fashion brand ads increased by almost three times (up 196 percent).

When temperatures plummeted on the evening of 10 December, home and garden brands had a surge in engagement, with click-through rates for these ads climbing 104 percent higher.

To read more, visit: https://www.campaignlive.co.uk/article/when-temper...