The Mirror Group is testing internet research technology which
allows advertisers to target consumers according to the time of day.
The software, called NetOutcome Researcher and first revealed in
Marketing (May 28), allows online advertising to operate in the same way
as TV or radio for the first time, enabling clients to identify peak
viewing/usage times. It could mean different ads appearing on screens at
different times of the day.
Mirror Group, the first client to use the software, will be able to
provide advertisers with similar data to that provided by RAJAR and
BARB, which gives a detailed profile of the audience and the best time
to reach them.
The software, created by Redeye, is being used with a questionnaire on
the Mirror Group’s Daily Record site to gain demographic information on
visitors. Mirror Group is halfway through the test but results so far,
based on a sample of 500 questionnaires, reveal a heavy male bias, with
23,800 men visiting the site over a two-week period as opposed to 3000
The results indicate that if clients advertise in the morning, they are
four times more likely to hit someone from the UK than if they advertise
in the evening.
Mirror Group intends to use the software on all its sites next year.