Marketing professionals have analyzed the best times to send emails in the past, and new research highlights the optimal times for video ad deployment.

The “Publisher’s Guide to the Universe” from YuMe found that customers are most open to video marketing ads early in the day (between 3 a.m. and 9 a.m.). However, video viewing starts off low in the early morning hours and steadily increases toward a peak between 5 p.m. and 11 p.m.

In terms of devices, video viewership is highest between breakfast (around 8 a.m.) and lunch (1 p.m.) on smartphones. Tablet video viewership reaches its height by around 11 p.m. Generation-wise, Millennials are the most likely to use smartphones to view videos at night.

Although business videos only comprise about five percent of video watching, this sector has the highest average marketing and advertising receptivity rating of about 60 percent (on a 0-100 scale). Millennials are more receptive than Gen-X for business video ads.

Investing in Video Content for B2B Marketing

B2B marketers have already turned to video to meet their content marketing goals. A report from Regalix published at the beginning of 2016 revealed that 83 percent believe that videos are effective for achieving content marketing objectives. About 84 percent expected their video marketing budgets to increase throughout the year.

About 91 percent of B2B marketers want to increase brand awareness with video marketing, while 68 percent strive to accelerate lead generation. Nearly 66 percent want to establish themselves as thought leaders in the industry. Of the B2B marketers surveyed, 70 percent were already investing in video marketing at the start of 2016.