Web survey predicts increased spend on internet advertising

UK businesses have undertaken a major shift in attitude towards online advertising in the past 12 months, according to a new report from one of the leading internet research companies.

UK businesses have undertaken a major shift in attitude towards

online advertising in the past 12 months, according to a new report from

one of the leading internet research companies.



Fletcher Research’s UK Internet Survey 1999 concludes that online

advertising is now seen as vital in driving traffic to existing websites

and gaining a return on investment.



The signs are that businesses plan to spend record sums on online

advertising this year. Fletcher found that while 75 per cent of sites

have already advertised online, 64 per cent of UK web managers surveyed

said they planned to start advertising or to spend more in 1999.



The research indicated that companies are starting to realise that

giving large budgets to web design companies to build big websites is

not enough. To attract customers to these sites, they need to

advertise.



William Reeve, the research director, said: ’For many sites, generating

traffic and reaching an online audience is important. So spending money

online is absolutely vital.’



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