Social networks ‘account for 25% of display ad impressions in UK’

The study, from comscore, found that telecommunications companies, including Telefonica O2, Deutsche Telekom, and British Telecommunications, were the heaviest social networking site advertisers.

These companies delivered more than 949 million display ad impressions on social networking sites in August, or approximately 7 percent of all display ads delivered in the site category.

The retail advertiser category, which includes leading brands such as DFS, Tesco, and John Lewis, ranked second with 753 million display ad views, followed by banking brands (e.g. Barclays and HSBC) with 248 million, travel brands (e.g. Thomas Cook and Travelzoo.com) with 213 million, and entertainment brands (e.g. Sky and Sony) with 181 million display ad views.

Of the top 10 advertiser categories on social networking sites, teen content advertisers like Habbo and NHS-owned TeenLifeCheck delivered the highest proportion of their ad impressions in the social networking category at 37.3 percent.

Online dating advertisers (33.8 percent) and retail advertisers (30.1 percent) also delivered an above average proportion of their ads in the site category.

*Reflects display advertising only, both standard and non-standard IAB sizes; excludes house ads and small ads (<2,500 pixels in dimension).Display Ads on Social Networking Sites Skew Toward Younger Users But Reach All Age Segments

*Reflects display advertising only, both standard and non-standard IAB sizes; excludes house ads and small ads (<2,500 pixels in dimension).Display Ads on Social Networking Sites Skew Toward Younger Users But Reach All Age Segments

*Reflects display advertising only, both standard and non-standard IAB sizes; excludes house ads and small ads (<2,500 pixels in dimension).Display Ads on Social Networking Sites Skew Toward Younger Users But Reach All Age Segments

A demographic analysis of display ads on social networking sites in the U.K. revealed that while ad delivery skewed somewhat younger than average, all age segments were reached with a notable percentage of display ads.

15-24 year olds were the highest indexing age segment, accounting for 29 percent of display ad impressions while representing 23 percent of the total category audience.

Those between the ages of 25-44 received ads at a slightly higher than average rate, while those 45 and older received ads at a lower than average rate. Each of the five age segments accounted for at least 15 percent of the category audience and 10 percent of ad impressions.

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*Reflects display advertising only, both standard and non-standard IAB sizes; excludes house ads and small ads (<2,500 pixels in dimension).

*Reflects display advertising only, both standard and non-standard IAB sizes; excludes house ads and small ads (<2,500 pixels in dimension).

*Reflects display advertising only, both standard and non-standard IAB sizes; excludes house ads and small ads (<2,500 pixels in dimension).

“CPMs on social networking sites have traditionally suffered relative to other content categories, in part because of the perception that much of the audience are younger consumers with lower spending power,” said Mike Read, comScore managing director, Europe. “However, 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. 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.”

Source: www.comscore.com