Mobile and video advertising are gaining traction in the UK, reaching a sizeable percentage of the total audience, according to new research.
The study, from Comscore, online advertising market in the UK across the general population of fixed line Internet users, online video viewers and smartphone users.
In June 2011, 63.1 percent (or nearly 2 out of 3 online video viewers in the UK) were exposed to video ads. Among the total number of smartphone users in the same time period, 25.4 percent recalled seeing an ad while browsing the Internet or using an application on their devices.
In comparison, 95.3 percent of fixed line Internet users were exposed to online display advertising.
“Over the past few years, video and mobile have emerged as important channels for advertisers seeking to reach digital consumers,” said Mike Shaw, director of comScore Marketing Solutions. “While the penetration for video and mobile advertising has not yet reached the level that it has for online display advertising, it is likely that the penetration for these will only grow as mobile advertising continues to increase and more advertisers incorporate video as an integral part of their marketing strategy.”
Advertising Expands Reach among UK Mobile and Video Populations
Over the past two quarters, mobile advertising has seen a steady increase in reach. 5.4 million UK smartphone subscribers (25 percent overall) recalled having seen ads through a mobile browser or app in the quarter ending June 2011, representing a 28-percent increase from three months prior. In addition, nearly 8 percent of smartphone users recalled seeing ads at least once a week (up 28 percent), and 7.5 percent recalled seeing them almost every day (up 52 percent).
Of the 33.7 million online video viewers in June, 21.2 million (63.1 percent) were exposed to ad videos. While the total number of online video viewers remained constant from quarter-to-quarter, the number of unique viewers exposed to video ads rose 15 percent.
Meanwhile, the online display market continued to show a high rate of penetration in the UK, with 40.0 million unique visitors exposed to online display ads in June 2011, accounting for 95.3 percent of the total UK online audience.
* The Total Audience differs across the platforms measured in terms of age: Video Metrix is based on the 6+ UK video viewing audience, Ad Metrix is based on the 15+ UK online audience, and MobiLens is based on the 13+ population of UK mobile users.
**Video Metrix and Ad Metrix utilize comScore’s United Digital Measurement (UDM) methodology that combines census-level data with the comScore panel.
***MobiLens is based on a survey panel that is nationally representative of mobile subscribers.
Source: www.comscore.com/companyinfo.
