Online ads are at their most effective in the early evening when consumers are browsing the internet for goods to purchase online.

This is the conclusion of a new report from Lightspeed and IAB UK, which examines the peak times for internet marketing effectiveness.

It shows that internet users are most likely to pay attention to ads from the early evening onwards, with this being a popular time among all age groups.

Consumers also say they are more receptive to marketing material when they are shopping online and researching the best deals on products.

Commenting on the research, Sorcha Proctor, research manager at IAB UK, said it highlights the need for marketers to "understand the consumer mindset when planning their online marketing campaigns".

Writing on the Yahoo! Search Marketing Blog recently, content quality analyst Noah Belson urged e-commerce companies that offer free shipping to highlight this in their online advertising campaigns.

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