The Media Edge has placed the internet on the Royal Navy's media schedule for the first time.
The shift in focus follows trials of two websites set up for the Royal Navy and Marines.
Jeremy Pounder, strategist at The Media Edge, said: 'We achieved cost-per-response rates five to ten times lower than traditional media. This makes the internet one of our hardest working media.'
Previously, the Media Edge used a two-pronged approach of direct-response advertising in the national and regional press alongside cinema and TV campaigns.
The agency will continue to use cinema, TV and press but will also use the web, radio and postcards.
The aim of the campaign is to encourage potential recruits to visit the Royal Navy and Marines websites to access an application form.
The ad budgets for the two campaigns total pounds 5 million.
The ads will run from January until the end of March.
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