Dotcom spending on outdoor will continue to soar, reaching an
estimated pounds 86 million this year, according to a new report by
The study from the poster specialist is not the first to conclude that
’outdoor is well placed to reap the benefits of the online
But it is the most bullish yet, predicting a 400 per cent leap in dotcom
spend on posters this year. This increase follows a rise of 1,600 per
cent last year to pounds 16 million.
In the report, Poster Publicity cites several case studies carried out
by market research company BMRB for Mills & Allen.
One of these case studies charts the success of a Prudential ad
campaign, run throughout March and April last year, directing people to
mortgage site Pru.co.uk.
This web address was only advertised on posters. For the duration of the
campaign, hits on the site increased fivefold from 20,000 a month to
more than 100,000 a month.
A campaign for TalkingBooks.org ran on the side of single-deck
Within days of the ads going up, sales on the site had increased 100 per
Other dotcoms to invest a significant proportion of their marketing
budget in posters include Ebookers. com, which bought 3,200 of M&A’s
48-sheet sites, and the online credit card Marbles, which has snapped up
almost one in four of the UK’s six-sheets.
Rachel Stott, director of Poster Publicity, said: ’It is clear that the
world’s oldest medium has much to offer the newest. The crucial task at
present is to build awareness of the brands as quickly as possible - and
that is outdoor’s strength.’
A recent American Express survey showed that 81 per cent of net users do
not browse but go directly to a retailer’s site. Poster Publicity has
taken this as proof of the importance of placing the web address clearly
in front of the consumer and making it memorable.