TV, print ads switch on web traffic

by Isabella Piasecka, Media Week 06-Mar-08, 14:30

LONDON - Advertising via TV and newspapers is the second most effective form of advertising behind e-mails for encouraging consumers to go online, according to a study by Response One.

The study, which sampled 1,000 UK adults during January and February, found that customer e-mails are 52% more likely than average to inspire a web visit and serious purchase consideration This is followed by TV/newspaper advertising, at 34%.

The majority of those polled said they did not consider advertising on social networking sites, deeming it to be 26% less likely than average to encourage online spending activity. However, those polled within the 18 to 24 demographic said both social network ads and mobile texts were 22% more likely than average to inspire a web visit and serious purchase consideration.

Amanda Ling, data intelligence director at Response One, said the study dispelled the myth that online advertising was the best means of driving web visits and purchases. She emphasised the importance for marketers of using a mixture of above-the-line advertising and direct mail, as well as existing lines of communication, such as bills and statements.