If you’re clear about your business’ market demographic, you should have very unequal exposure for your campaigns. For example, I will often run a personal blog-development campaign only on weekends on Facebook, since I am targeting individuals who will spend after-hours time during the weekends looking to develop their personal blogs. These same individuals often have 8-5pm jobs, family time in the evenings, and are unable to look at expansion or get in touch with a designer until the weekend. Since I am aware of this being my target market for personal blog design, I am more likely to get a higher exposure and click-through-rate on the weekends.
How about high-zoot B2B marketing agencies? If they are looking to target large companies with their ad campaigns, do you think they would benefit greater from weekend advertising, after-hours weekday advertising, or work-hours advertising? I think there would be a greater acquisition rate and ad relevancy during work hours, since they will be more likely to satisfy the search requirements of a business exec between 8-5pm.
Do you consider this when you run your campaign? It might be just the boost you need.