Broadband: The Advertising Opportunity
Jeremy SwinfenGreenThe Site ClinicBroadband 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...