Originally published on November 1, 2016. Updated December 19, 2025.
With millions of websites, YouTube, Facebook, and other online video advertising options, the opportunity to present your product or service on the web is limitless. Understanding the relationship between video viewing habits and ad receptivity will maximize your results. By understanding how this relationship works, you can increase revenue opportunities using these insights when engaging in digital ad campaigns.
The research behind this relationship utilizes a combination of behavioral, contextual, and psychographic factors, as all play a role in how consumers view and respond to advertising messaging. Advertisers can improve the effectiveness of any digital ad campaign when using consumer insights and adapting publishing practices to optimize ad receptivity and effectiveness.
Dayparts: The “Quality vs. Quantity” Trade-Off
While evenings traditionally deliver the highest volume of viewership (Quantity), early mornings often offer higher receptivity (Quality). Modern data suggests a shift in behavior: the “Morning Scroll” (typically 6:00 AM – 9:00 AM) is a prime window where users are catching up on news and feeds with high alertness before the workday begins. Unlike the passive “lean-back” experience of evening streaming, morning users are often in a “lean-forward” mode on mobile devices, making them more likely to click through or remember a brand message.
The 2025 Breakdown:
- Prime Time (7: 00 pm – 10:00 pm): Peak volume for B2C and E-commerce. Viewers are relaxed and open to browsing, but competition for attention is fiercer.
- Morning Scroll (6:00 am – 9:00 am): High receptivity. Best for brand awareness and news-adjacent content.
- Work Hours (10:00 am – 2:00 pm): The “Golden Window” for B2B engagement, specifically Tuesday through Thursday.
Video Advertising Best Times by Platform (2025 Benchmarks)
While early mornings show high general purchase intent, the “perfect time” often depends on where your audience is scrolling.
- YouTube: High engagement during lunch hours (12:00 pm – 3 PM) and evenings (7:00 pm – 10:00 pm).
- LinkedIn: The B2B goldmine. Aim for Tuesdays through Thursdays, specifically 8:00 am – 10:00 am.
- Facebook & Instagram: Commute times rule. Capture attention during the morning scroll (7:00 am – 9:00 am) or the post-work wind-down (5:00 pm – 7:00 pm).
Devices: The “Lean Forward” vs. “Lean Back” Mindset
Device usage dictates the format for video advertising. The morning hours are dominated by smartphones, where users are in a “lean forward” mode, quickly scrolling vertical feeds (Shorts, Reels, Email) to catch up on the day. This behavior requires punchy, vertical ads (6–15 seconds) that get to the point immediately.
In contrast, evenings see a shift toward “lean back” devices like tablets and Connected TV (CTV). During these hours, consumers are relaxed and looking for entertainment, making them more receptive to longer-form storytelling video advertising. This is the ideal time for 30-second brand spots that rely on emotion rather than urgency.
Content
Like any effective advertising campaign, content is king! If the content is enjoyable, consumers are four times more likely to buy your product or service than if they don’t like the content. Storytelling is also a powerful tool in video advertising, capable of creating a strong emotional connection with viewers. By developing well-rounded characters, crafting compelling narratives, and incorporating humor, brands can make their ads more relatable, memorable, and effective.
Additionally, visually appealing content, combined with the right music, can enhance the overall message and make ads more enjoyable to watch. User-generated content (UGC) can also add authenticity and credibility to video ads, while also being a cost-effective option. By understanding and leveraging these elements, brands can create video ads that resonate with their target audience and drive results.
Increasing Revenue
By understanding viewership behaviors, ad receptivity, and ad performance insights, advertisers can build strategies to better connect with consumers at the right time across the right device. Therefore, advertisers should take advantage of this research and maximize profit opportunities, particularly as it relates to placing ads in early morning time slots when digital ad receptivity is highest.
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