We propose and test two possible drivers of Topical Advertising (TA) success (1) temporal location of the message, and (2) temporal responsiveness of the message. By doing so, we attempt to gain a deeper understanding of TA, and the importance of temporal characteristics to leverage its success, as measured in terms of word of mouth. As such, the study does not only provide theoretical implications, but also practical implications that will help brands seize the upward potential of TA.