- UK web companies are increasingly turning to offline advertising in a bid to raise their profile, according to research from outdoor specialists TDI.
As more and more companies now offer internet services traditional ways of ensuring URL standout is increasingly important. Net users have proved to be a particularly difficult audience to reach according to a recent survey in Media Week in the US. It found that online adults spend 36% less time watching TV than those without internet access at home.
To tap into this market, web companies are turning to the relatively cost effective opportunities offered by outdoor advertising. TDI has recorded a boom in the use of bus sides and reports 50 online brands advertising offline, including the likes of Microsoft's MSN, Yahoo! and Virgin Net. This trend is backed by data from Media Monitoring Services (MMS) which values the online outdoor sector at well over $4 million and rising.
TDI's research also reveals that posters drive a high percentage of traffic to websites. Their results show 30% of users visit a web site as a direct result of seeing a poster. Posters for lastminute.com have proved equally popular on London Underground.
This follows the US trend where TDI US has over 200 internet advertising on its books.
Mike Baker, TDI's marketing director , commented: "The number of web advertisers jumping on buses is phenomenal, and shows no sign of abating. Outdoor advertising reaches everyone, whether or not they currently have internet access. For quarter one next year we're devising special offers specifically for ISP and website advertisers designed to demonstrate to them the advantages of offline advertising."