25% of UK ad impressions are social

Telecom marketers are some of the heaviest social marketers, pushing more than 27% of ad impressions through social channels. Retailers, Banks, Travel hubs and Entertainment sites are also hot social advertisers according to the report.

Which demographics are most likely to engage with a social ad? Although all consumer groups are engaging somewhat, the younger the consumer the more likely the ad will resonate. Younger consumers seem to be more engaged with ages 15-24 accounted for 29% of display ad impressions. Next comes the 25-34 age demographic, according for 22% of ad impressions. Consumers over age 55 are least likely (11% of ad impressions) to engage with a social ad.

"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."

Social networks aren't just engaging consumers with advertisements. A Nielsen Online report found that social networks are becoming a hot navigational tool with many social networkers using status updates, feeds and apps to navigate to ecommerce hubs, publishing sites and even manufacturer websites.

Tags: comScore, demographic advertising, Nielsen Online, social ads, social marketing, social network advertising, social networks