Commentary

Mobile RTB's 'Right Time' Is Between 7 And 10 PM

RTM Daily has proven its flexibility once again, as it today stands for “Right Time Mobile.”

Apparently, “real-time” died over the weekend. Joe Mandese wrote about it for our Weekend edition on Saturday. (Some marketers didn’t get the memo in time for Super Bowl Sunday.)

Matt Wurst, director of social marketing at 360i, said RTM should stand for right-time marketing instead of real-time marketing because it's about “creating the right content, for the right consumer, on the right platform at the right time.” He said this at the Social Media Insider Summit on Captiva Island last week.

Actually, if you read the entire post, Wurst made it sounds like he doesn’t think “real-time marketing” has ever existed. Matt Rednor, speaking at the same event, said, “If you’re talking about real-time, you’re already too late.”

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Semantics aside, I’m glad the acronym can stay, otherwise RTM Daily might not exist, and I might be out on the streets.

Luckily, Smaato on Wednesday released its Global Mobile RTB Insights report for Q4 2013. It’s lucky because the report details the right time to execute in real-time.

According to the report, the majority of mobile RTB auctions -- over 80% -- took place between 8 and 11 PM last quarter. However, the majority of revenue from mobile RTB is generated between 7 and 10 PM, with the 7 to 8 PM hour leading the way. One-third of mobile RTB revenue generated came from 7 to 8 PM.

Marketers should do a better job now that they know the right time -- 56% of the auctions were held between 9 and 11 PM, but those auctions made up just 10% of the revenue generated.

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