Social networking sites in the U.K. accounted for 13.8 billion display ad impressions in August 2009, representing more than 25 percent of all display ads viewed online, according to a new study by comScore.
Telecommunications companies were the heaviest social networking site advertisers, serving more than 949 million display ad impressions on social networks in August, or about 7 percent of all display ads delivered in the site category.
The retail advertiser category ranked second with 753 million display ad views, followed by banking brands with 248 million, travel brands with 213 million, and entertainment brands with 181 million display ad views.
Among the top 10 advertiser categories on social networking sites, teen content advertisers delivered the highest amount of their ad impressions in the social networking category at 37.3 percent. Online dating advertiser (33.8%) and retail advertisers (30.1%) also delivered an above average proportion of their ads in the site category.
A demographic analysis of display ads on social networking sites in the U.K. found while ad delivery skewed somewhat younger than average, all age segments were reached with a notable percentage of display ads.
Display-Ad-Demographics
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.
“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.”
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