Price Of Dotcom Ads Set To Rise As Net Poaches TV Viewers

A new study from Forrester confirms recent doubts that the internet is encroaching on television viewing. The report from the research group has found that while TV advertising of websites drives traffic to the net, a reciprocal relationship does not occur.

Almost 48% of UK internet users go to sites after watching its advertisement on TV, a 16% increase on last year. Their increased web activity however, means that almost 40% of users watch less TV.

As a result the price of reaching internet users through TV advertising is growing as the audience slips away from prime targeting slots. To combat huge price increases, the report suggests that advertisers of net companies need to use viral marketing tactics. The development of a memorable ad campaign will generate conversation and press coverage and lead to increased traffic.

The study has found that almost 75% of the 15-17 year old age group are driven to sites either on the recommendation of friends or through TV ads. Over 80% of all users find sites through search engines or through links from another site.

A fifth of users reach sites through online adverts and 19% are driven to sites through radio adverts.

Forrester Research: 020 7631 0202