TV advertisers are increasingly including company website addresses in their adverts; nearly a fifth of television ads now featuring URL. This is one of the findings of the latest Channel 4/BT Direct Response TV Research.
With 25% of adverts carrying a response mechanism, 54% of viewers go on to visit a site address advertised, although respondents to an online questionnaire found the use of web addresses on TV ads to be less than adequate, with 50% of respondents saying that URLs should be larger and stay on the screen for longer.
The head of research at Channel 4, Hugh Johnson, said: “We have extended our research into the use of website addresses in television advertising as a natural development of our work in direct response. The lessons we have learnt over the past six years in our DRTV work with BT are also applicable to the use of a web address as a direct response mechanism.”
Channel 4: 0171 396 4444 BT: 0171 356 5369
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