A Study of the Impact of Advertising Times on Push Ad Efficacy

Advances in technology and mobile usage have brought about the rise of push ads. Push ads can not only push certain marketing content toward specific user groups, but can also push certain marketing content during certain times. Even though there have been many previous studies examining the business models of push ads and ad wording and phrase usage, there have been relatively fewer studies that examine the impact of push times on ad effectiveness. This study used a survey and a custom-made mobile app to examine the impact of push times on ad effectiveness. Our results showed that apps containing sales information and loyalty programs can increase ad effectiveness, and that differing push times do indeed result in differing ad effectiveness, with the highest results achieved on weekend evenings.