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
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.