emedia: DayParting
The old-world term, DayParting is starting to get some traction online, however I think DayCasting is a much more web-friendly term. For the uninitiated, DayCasting is a way in which advertisers choose a time of the day in which their ads appear. Whilst I completely understand this on TV where Budweiser choose between a slot during Dr Phil or CSI: Miami, I fail to understand why, when appearing on AskMen (for example) Gillette would choose 7pm over 10am?
The thing the old-skool media buyers are forgetting is TV is passive, where-as the web is proactive… If I need advice at 2pm or 2am, I’m still (hopefully) going to end up on the same website, reading the same articles, and vendors should be attempting to reach me whenever I go there…
BTW, AskMen is a pretty cool site.
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