Most offline advertising in the UK includes a web address

According to a new report, 65 percent of offline advertising in the United Kingdom now incorporates a web address. The 2010 Domain Name Industry Report, recently released by Nominet, points to a continued increase in the degree to which online and offline media are integrated.

The results in the report point to a general trend toward incorporating web addresses in advertising, although there is a significant difference in this regard between print media and television. While 83 percent of print advertisements include a web address, only 61 percent of television adverts incorporate one, according to the study.

Phil Kingsland, director of marketing and communications at Nominet, suggested that the trend indicated in the report is likely to endure well into the future. “The use of websites in advertising is becoming increasingly prevalent - a trend we expect to continue”, he said.

The report also found that, amongst advertisements in the UK that include a web address, 55 percent use ‘.uk’ domains, while 42 percent use ‘.com’.

The Domain Name Industry Report is published annually. Nominet is a nonprofit organisation that is responsible for maintaining the ‘.uk’ internet infrastructure.