B2B Ad Response Linked to Gender, Industry Type

Does it make a difference when a B2B marketer’s online ad appears? Absolutely. And it turns out that click-​through behavior on online B2B ads varies by gender as well. Marketers who want to optimize their online campaigns may already be looking at the results of a study recently published by Bizo. First off, the top-​line data suggests that women click 23% more often than men.

But the times of day for peak clicking and taking action vary by gender.

Here are the peak times for businesswomen to click on online ads:

  • 6:00 p.m.
  • 12:00 a.m.
  • 5:00 a.m.

The peak times for businessmen to click is as follows:

  • 2:00 p.m.
  • 9:00 p.m.
  • 3:00 a.m.

But it takes business professionals a while to act on the information. By gender, here are the most likely times to take action:

  • Businessmen: 4:00 p.m.
  • Businesswomen: 11:00 a.m.

The study also revealed that members of some professions are more receptive to digital messages. For example, professionals from media and Internet, business services, hospitality and advertising and marketing are more likely to take action in response to a digital ad. Professionals least likely to click on an online ad come from car rental, aerospace and defense manufacturing, media/​music, boats and marine manufacturing, and higher education industries. And professionals who are least likely to act on these ads work in  car rental, boats and marine manufacturing, weight/​health management, construction/​residential building, and graphic design industries.

Russell Glass, CEO of Bizo, emphasizes “this data confirms what most sophisticated marketers have come to realize – click-​through rates alone, are not a good way to measure the success or failure of an online campaign. Clearly there are other factors at work." This information can help marketers determine which professionals to target online and which professionals may be more receptive to seeing ads in more traditional formats.

[Source:  Online Ads in the Business World. Bizo​.com. 9 Sept. 2010. Web. 24 Sept. 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.