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十月 26, 2009

Social Networking Sites Account for More than 25 Percent of U.K. Online Display Ad Impressions, According to comScore Ad Metrix

Telecommunications Companies Deliver Highest Volume of Display Ads on Social Networking Sites

LONDON, U.K., October 26, 2009 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released the results of a study of U.K. online display advertising on social networking sites, based on data from the comScore Ad Metrix service. The study showed that social networking sites accounted for 13.8 billion display ad impressions in August 2009, representing more than 25 percent of all display ads viewed online.

Telecommunications Brands are U.K.’s Top Advertisers on Social Networking Sites

Telecommunications companies, including Telefonica O2, Deutsche Telekom, and British Telecommunications, were the heaviest social networking site advertisers, delivering 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.

Top 10 Online Display Advertiser Categories*
Ranked by Total Display Ads Delivered on Social Networking Sites
August 2009
Total U.K., Age 15+ - Home & Work Locations
Source: comScore Ad-Metrix
Advertiser Category Total Display Ad Impressions Viewed on Social Networking Sites (000) Total Display Ad Impressions Viewed Across Total Internet (000) Percent of Advertiser Category Display Ad Impressions Viewed on Social Networking Sites (%)
Total Internet 13,805,923 54,243,070 25.5%
Telecommunications 949,078 3,499,401 27.1%
Retail 752,726 2,498,512 30.1%
Banking 247,595 1,186,369 20.9%
Travel 212,531 1,844,621 11.5%
Entertainment 181,336 1,072,914 16.9%
Online Gambling 158,770 800,919 19.8%
Online Dating 136,718 404,972 33.8%
Online Gaming 131,521 1,188,177 11.1%
Government 101,648 342,173 29.7%
Teens 99,809 267,646 37.3%

 *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.

Demographic Profile of Display Ad Impressions on Social Networking Sites
August 2009
Age 15+ - Home & Work Locations
Source: comScore Ad-Metrix
Demographic  % Composition Display Ads in Social Networking Category  % Composition Unique Visitors to Social Networking Category  Composition Index of Display Ads to Visitors
Total Audience 100.0% 100.0% 100
 Persons: 15-24 29.0% 23.0% 126
 Persons: 25-34 22.3% 21.2% 105
 Persons: 35-44 21.1% 22.0% 104
 Persons: 45-54 15.9% 18.1% 88
 Persons: 55+ 11.7% 15.8% 74

*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.”

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.

Ayaan Mohamud
comScore, Inc.
+ 44 (0) 207-099-1775
worldpress@comscore.com



标签: Advertising, Social