Advertisers can ensure that their advertising messages are only delivered at relevant times of the day to maximise impact.
Advertising examples:

• Kit Kat advertising could be delivered at 11 am to target users who are thinking of snacking
• BA could advertise at lunch time to hit users who have the browsing time to select the holiday of their dreams
• First Direct could run ads in the evening to target couples at a time when they can make a financial decision together.