Marketers have begun tailoring their ads on mobile and social media to a new group that hasn’t been targeted before: the late, late night audience, according to an article by Charlie Wells of the Wall Street Journal.
This previously untapped audience brings new opportunities for marketers to stretch the boundaries of their creativity and humor. As Wells explains, “The tone is quirky, a chance for companies to be creative without going big-budget. And a drowsy, captive audience can enjoy some slightly off-kilter humor, the thinking goes.”
The late, late night audience is typically more drawn in, as there are not many other things to be focusing on while up late checking social media. As Shaaz Nasir, a former management consultant, tells the WSJ, a late night audience may be more vulnerable than the typical mobile consumer.
“You’ve got your guard down,” Nasir said. “Really, we’re dreaming. And if an airline wants us to dream of somewhere and of escaping our reality, I can see how that makes sense.”
The author, Bob Ottaway, is President and Founder of Ottaway Digital. Established in 1999, it has been a pioneer in SEO, digital advertising & social media since 2006.