Engagement with in-app ads is highest first thing in the morning, according to a study by mobile ad platform StartApp.

The average CTR in the UK stands at 21.6 per cent at 6am, dropping over the course of the day with smaller peaks at midday (8.3 per cent) and 10pm (7.4 per cent).

In the US, meanwhile, the biggest peak takes place at 7am (19 per cent).

Overall, however, the average CTR is higher throughout the day in the US (7.4 per cent) than UK (5.9 per cent) – though StartApp points out this does not take into account each countrys population skew.

“The data set shows that advertisers can increase their click-through rates for their ad campaigns simply by running in-app ads at peak engagement times throughout the day, which in this case was the morning hours for both the US and the UK,” said Itay Rokni, CRO of StartApp. “With this in mind, however, it doesn’t mean that advertisers should only advertise in the mornings in both countries, but should consider additional ad spend for that time of day.”