Car dealers and motor manufacturers in the UK who have introduced online sales methods, such as internet advertising, can expect a significant surge in website traffic and online purchasing, due to the rise in UK buyers’ internet usage.
Speaking at the inaugural Auto Trader Click Awards, Guy Phillipson, the chief executive of trade body - The Internet Advertising Bureau, said the worldwide web was only behind television in terms of consumers’ favourite media .
He said the companies were shifting more of their focus on advertising to online media, benefiting the car sector overall.
"You don’t go online to buy a packet of crisps but you do go on to buy a car . It’s no wonder advertisers have been switching their budgets online over the last three years," Phillipson commented.
New research from the IAB revealed that a total of £2bn was spent on online advertising in 2006, an increase of 41 per cent from 2005, although TV advertising still leads the way with £4bn spent last year.
Phillipson added that 12.5 per cent of all UK online spend was from automotive companies, with new generation automotive websites proving a popular choice for buyers thanks to their high brand engagement ratings.
"We are web savvy in the UK so you can’t afford to let down customers," he said.
"Video streaming and web TV is a gift for the car industry. There are more opportunities to build brands on the media platform where car purchase decisions are made."
Phillipson concluded that web advertising will surpass TV advertising and become the biggest single medium in Britain by 2010.
