Social networks account for 25% of all UK online display ad impressions

New interesting figures about UK online display ad impressions from a new comScore study revealed that social networking sites account for 13.8 billion display ad impressions in August 2009, nearly 25% of all display ads viewed online.

Telecommunications was the most prominent industry in the list of categories of UK advertisers on social networking sites. Telefonica O2, Deutsche Telekom, and British Telecommunications, delivered altogether close to 950 million display ad impressions in the month of August.

Ranking second in the list of top advertisers was the retail industry, where leading brands such as Tesco, John Lewis and DFS, generated 753 million ad impressions during the same month, followed by banking brands with 248 million, travel with 213 million and last but not least, entertainment with 181 million ad views.

In addition the research also revealed that 15-24-year-olds were served the most ads, accounting for 29% of social network display ad impressions while representing 23% of the total audience. The leading marketing agency also found that, despite the demographics aiming towards younger users, all ages were reached.

comScore’s Managing Director Europe, Mike Read comments on the results: “These data suggest that every demographic segment is reached via social networking sites and that no particular age segment accounts for an overwhelming percentage of ads delivered.”

He continued, “Given the overall reach and volume of ads delivered on social networking sites, brand advertisers who ignore this channel may be missing a significant opportunity and enabling their competitors to gain a dominant share of voice in the channel.”

This entry was posted on Monday, October 26th, 2009 at 7:12 pm and is filed under Display Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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