Anyone working in advertising knows about the annual investment line. This is a line that drops downward dramatically during the summer months, months when Internet users usually leave their homes, offices, desktops and laptops behind, decreasing average ad requests. People are more busy working outside than sitting all day at home holding their android phone doing things like scrolling on Instagram and Facebook and other social media platforms.
Advertisers have a smaller number of users to target and, therefore, advertising becomes less effective. There are no more secretive Facebook visits at the office and people no longer visit Google from 10 to midnight looking for the features of a car they saw on television during their meal breaks. These are moments that, in the summer, become pavement cafés, sunshine, pools and beaches.
Phones have come a long way from being very simple communication devices to small form-factor handheld computers. Their cameras have also significantly improve. Many of the flagship model smartphones nowadays have cameras that can compete with DSLRs in he right hands. Taking photos with them is fun and you can build an entire anniversary photos in an album or any event for that matter. However, people have an innate curiosity, something that drives us to make mistakes and advance and, this way, when technology put Smartphones in people’s hands, this descending line during holiday times (Easter, Christmas, summer, etc.) changed.
So, yes, you do go out with your friends for a few pints, but you use your new Nexus to show them a 360° view of the latest sports car you’re yearning for, or you use your iPhone to look up the correct answer to a question you’re debating on the beach. What’s more, you can book your hotel while you’re travelling to your destination while you have a different window open in your Smartphone’s browser. Your mobile becomes an extension of you, your most useful tool when you leave home.
At this point, an increase in Ad Requests during summer months is a verified fact. What advertisers and end clients need to do now is to become capable of taking advantage of this trend and not forget investing during these periods, which are when users really have time to search, so they can see an advertising impact without thinking about the free time it’s taking them. This is an advantage for less-impulsive buys that are more thoroughly thought out and that are always more attractive while lying in the shadow of a coconut tree.
