More industries 'using web strategies for demographic targeting'

28th March 2008

A growing number of sectors are recognising the benefits that web marketing can offer, a new report claims.

New figures from comScore indicate that the automobile industry is investing a growing amount into internet advertising - a trend which the digital world analyst claims is set to be adopted in other major industries.

"Many traditional advertisers are beginning to understand that the internet enables them to efficiently build their brands by achieving their demographic reach and frequency goals while at the same time reaching the most attractive, behaviourally-defined target segments," says Alistair Sutcliffe, vice-president of comScore Advertising Solutions.

The report shows that General Motors - the top internet advertiser among car manufacturers - delivered just under 1.7 billion total display ad views in January in the US.

General Motors has announced that 50 per cent of its $3 billion (£1.5 billion) advertising budget is to be directed towards the internet.

According to Mr Sutcliffe, this move could act as a "bellwether" for other industries.

The figures are released after comScore revealed that two million car insurance policies were purchased online in 2007.