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Digital ads cause Abbey surge



John Riley

Abbey National gets a very heavy demand on its e-business servers at 7.59pm each day due to the success of its digital TV online...



John Riley

Abbey National gets a very heavy demand on its e-business servers at 7.59pm each day due to the success of its digital TV online banking service, launched this May.

"It is just after Coronation Street," said Ambrose McGinn, Abbey National's retail e-commerce and strategic development director. "The second busiest time is between 9am and 10am on Sunday morning when we get a huge response for call-back and brochures."

Since May, Abbey National has had 450,000 e-banking registrations via digital TV. The medium now represents 10% of the company's overall e-commerce transactions.

McGinn said he has had a 2% unprompted purchase response to 300,000 site visits, and a 40% response to an outbound e-mail campaign. In addition, the average account holder has 1.8 products whereas Internet users average 3.5 products.

On future plans, he said, "We will be on all channels - we are rolling out onto Wap in two weeks with Orange - but we'll focus on digital TV."

This was first published in October 2000

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