Glasses Direct leads UK online traders’ rush to advertise on TV

It’s been a bumper year for TV advertising in the UK with revenue up between 15 and 20 per cent over 2009.

Interestingly online companies are taking more of the top spots according to Nielsen, accounting for ten of the top 200 advertisers, up from four in 2009.

Some of these are our old friends the price comparison websites like Comparethemarket (meerkats) and GoCompare (loud Welsh tenors). but others include digital music outfit Spotify, Lovefilm online and video rentals, Wonga (extortionate payday loans) and Glasses Direct.

Glasses Direct is an interesting one, a challenge to the high street opticians set up by youthful entrepreneur Jamie Murray Wells (pictured).

Glasses Direct CEO Kevin Cornils, an old internet hand, is such a fan of TV he can bring a glow to even the coldest TV sales director’s heart.

“Anyone can do an online ad,” he told the Financial Times. “TV has a halo of trust and credibility.”

Let’s hope this engaging belief survives into 2011.

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About Angie Dean