By analysing its marketplace, European mobile ad sales firm Adfonic has found a growing mobile web audience during the evening and early morning. Detailed hourly click patterns show that traffic starts to build from around six pm and continues to rise throughout the evening before peaking at midnight. It also appears that the early morning offers potential for mobile advertisers, as an increasing number of people wake up and spend time surfing the net on their smartphones. Both of these peaks in smartphone traffic coincide with dips in online traffic, traditionally seen as dead times for online advertising.
“Analysis of our data shows that among iPhone, iPad and other smartphone traffic, there is a growth in ‘sofa’ and ‘bed’ surfing as users switch from TV watching to mobile browsing in the commercial breaks or between programmes. Many seem to prefer their smartphone – to engage with social media or to download apps for example – to a good book when they go to bed,” says Paul Childs, chief marketing officer at Adfonic.
Adfonic’s insights also show that most smartphone users connect over wi-fi in the evenings rather than mobile broadband, which was reflected in the high level of app downloads. However, the same is not true during a smaller surfing peak through the morning commuter period, where app downloads are fewer due to the lack of a good connection.
“It appears that most brands are still missing a trick and are yet to tap into the full advertising potential of mobile,” says Childs. “As people switch off from TV advertising and spend less of the evening in front of a PC, the smartphone and tablet devices like the iPad are becoming the mediums of choice for spontaneous internet access. They also open up new opportunities to cross-link TV and online campaigns with mobile devices and content and the possibility to engage more effectively with consumers through richer mobile ad units.”
Having launched just over a year ago, Adfonic already has over 2,000 publishers within its network generating earnings from an average of 3,000 live ad campaigns per month including brands such as Yell.com, Peugeot and Sky. The number of ad impressions served through its network is set to reach two billion per month over the next quarter.

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