dayparting

Definition

The practice of scheduling ads or content to run during specific times of day when target audiences are most active. Because showing cereal ads at 3 AM is generally suboptimal.

Example Usage

We're dayparting our LinkedIn ads to run 9-11 AM when B2B decision-makers are pretending to work.

Origin

Broadcast television advertising terminology from the 1950s

Fun Fact

The concept originated in radio and TV, where advertising rates varied dramatically based on time slots, with 'prime time' commanding premium prices.

Source: Media buying and programmatic advertising terminology

Related Terms

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remarketing list

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white label

Products or services produced by one company but rebranded and sold by another under their own name, allowing companies to offer things they didn't actually create. It's business cosplay—everyone pretends you made it, and you pretend that's not weird.

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house ad

Unsold advertising inventory filled with the publisher's own promotional content rather than leaving it blank. The digital equivalent of restaurants putting the owner's daughter's artwork on empty walls.

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influencer whitelisting

When influencers grant brands permission to run ads from the influencer's social media account, combining organic authenticity with paid promotion's targeting and scale. It's puppet mastery with consent.

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skyscraper technique

Finding top-performing content in your niche and creating something demonstrably better, taller, and more comprehensive to outrank it. The marketing equivalent of one-upping your neighbor's Christmas lights.

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Dark Social

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