Dotcoms should try posters to reach net users, survey says

Dotcom advertisers should spend their budgets on poster advertising if they want to reach internet users, according to recent research.

Dotcom advertisers should spend their budgets on poster advertising

if they want to reach internet users, according to recent research.



The survey, commissioned by the outdoor advertising company, JCDecaux,

revealed that 35 per cent of lighter television viewers have internet

access compared with 20 per cent of heavier viewers.



However, 35 per cent of those surveyed had internet access but spent

much of their time travelling, indicating that posters were the best way

to reach them.



In the first quarter of this year, dotcom ads are already set to become

the biggest sector for outdoor.



David McEvoy, group marketing director at JCDecaux, said: ’The type of

people with access to the internet are light TV viewers but are the

heaviest travellers. Outdoor can also provide stature and presence for

new brands. Consumers believe it is a big brand medium.’



Of sites that had advertised most recently, the best known was the

internet bookstore, amazon.co.uk, attracting 42 per cent of all adult

respondents.



This was followed by FT.com at 21 per cent and Lastminute.com at 20 per

cent. The much talked-about boo.com came through as the second

best-known site among 16- to 24-year-olds.



Forty-seven per cent of respondents said they used news sites. Travel

came in second at 43 per cent and financial at 37 per cent. Shopping was

used by only a quarter of those with internet access, but was especially

prevalent among 25- to 34-year-olds, most of them male.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).