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BizReport : Advertising archives : November 09, 2010

In UK, Facebook serving one-third of display ads

Don't count out display just yet. While many brands are pushing more ad dollars into video, social and even email, a new report from comScore indicates that display may still hold some much-needed influence. According to researchers display ad impressions are up 31% Year over Year.

by Kristina Knight

comscore.gifThat takes the total impressions served (for UK advertisers) to more than 220 billion; similar results have been seen in the US, where display impressions have shown an increase of about 22%. The reason for the increase? In the UK the impression increase is being driven by increase ecommerce.

"Following the ad recession that occurred from late 2008 through most of 2009, we are now seeing a strong resurgence in the online display ad market," said Mike Read, Senior Vice President and Managing Director of comScore Europe. "A key driver of this growth is the retail sector, which increased over 300% in terms of impressions delivered since last year. In the run up to Christmas with consumers searching for gifts, the growth in online advertising is likely to continue its ascent."

Where are the bulk of impressions being served up In the social space. Facebook served nearly 68 billion display ad impressions for UK brands, followed by Microsoft sites with just over 13 billion impressions. Not bad for a social network and a content/searchhub.

Here are a few more details from the top 10 publishers:

• Facebook was responsible for 31% of impressions (Q3 2010)
• Microsoft sites were responsible for 6.2%
• eBay was responsible for 4%
• Google, 3.7%
• Also in the top 10 were Yahoo sites, Glam Media, Trader Media, AOL and Bebo

Surprisingly, no one brand stood out as a high display user for the reporting quarter. Virgin Group led with about 2% of impressions served, but Telefonica Europe was right behind them with 1.3%. Also in the top 10 for advertisers were British Sky Broadcasting Group, BT Group plc, Media Ingenuity and Jackpotjoy. This would seem to suggest that advertisers are varying their display spend, which is good from the consumer standpoint.

Tags: comScore, display ad impressions, display ads, display impressions, online advertising, social marketing

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