Advertisers are missing a big opportunity to attract consumers to
their internet sites by failing to feature the web site address clearly
enough, according to research by BT and Channel 4.
Although nearly one-fifth of TV ads now feature a web site address as
well as a phone number, more than 50% of viewers report that the
addresses do not appear for long enough to note them down, or they are
too small to read.
The research, part of a joint DRTV study conducted over the past six
years by BT and Channel 4, was conducted via 6000 questionnaires,
between August and September.
The study also discovered that a massive 40% of respondents had bought
products online. Although this was half the number that said they had
bought via the telephone (85%), it shows a growing number of people are
confident enough to part with credit card details over the internet.
’This research proves how effective direct response advertising can be,
if done correctly,’ said Howard Sandom, head of public relations in BT’s
’Companies must ensure that they use this powerful medium with skill if
they are to benefit.’