Broadband: the Advertising Opportunity

This article discusses the advantages of broadband internet access over narrowband. The author identifies several main benefits for advertisers including: - (1) increased speed of data download which offers advertisers larger or more complex ad formats.

Broadband: The Advertising Opportunity

Jeremy SwinfenGreenThe Site Clinic

Broadband internet access is becoming increasingly significant in many European markets. According to Forrester, broadband access is predicted to reach 18% of all European households by 2005, by which time about a third of European internet households will have broadband access, see Exhibit 1.

During this period, these early adopters of broadband will represent an attractive target audience for advertisers, being younger, wealthier, more experienced with the internet, and more likely to buy goods online.

The benefits of broadband

The significance of broadband to advertisers does not really...

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