A) The answer is Winter.
What is the difference between a mobile ad in summer and winter?It's as obvious as night and day.
I see much more effectively when light is shed upon the object in question. But, there is one instance in which sunlight prevents me from seeing a darn thing. When I'm on my mobile phone I struggle to read the text, or make out almost anything on the screen when it is truly bright outside. Walking through the city I find myself ducking into doorways, or tenting my lapel in an attempt to shield the screen enough to read it under my jacket. Noticing the ad banners in my apps seems less likely under those circumstances. Call me crazy.
I looked at my mobile at 5 pm on a Monday in November. It was clear and bright.
Because it was pitch dark outside.
Nearly every corner in this great nation is affected by daylight-savings time changes. In that respect, I believe this post makes sense to most of the US, in varying degrees. We're talking about one of the many dismal effects of turning the clock back every year.
When people are walking around like zombies, staring at their iPhone, 86% of the time they are using mobile apps, not the internet.
NYC has a disproportionate number of people outside in both summer and winter. So, if this theory makes sense anywhere, it's NYC. And any city where everybody is outside enjoying bright/dark days in the summer/winter.
You will get several hours per-day advantage in the view-ability of your mobile advertising, when compared to summertime.
There are already entire Q&A pages, as well as add-on products dedicated to this screen visibility issue. And nobody has this "problem" solved.
That's the extent of the opportunity, for now. Anytime you're able to be a bit more efficient, you're getting over on the competition.
Small percentages are everything in digital marketing.
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