ComScore Research Report Uncovers UK's Display Ad Market Share
The latest research results by ComScore have revealed that social networks account for 41.3% of all display ads in the UK - a market share of over two-fifths, amounting to £29.4bn a month.
The study of the UK's display ad market is part of ComScore's European Digital Year In Review 2010. Their resulting report concluded: "The increasing prevalence of social networking as a component of the display advertising landscape is an indication that advertisers can't afford to overlook this channel given its potential to reach a large number of consumers with high engagement. Although advertisers have sometimes resisted advertising on social networks due to low click rates, it's important to recognise that display ads have brand-building impact independent of driving clicks."
The data figures demonstrated that the amount of ad impressions on social networks have grown by 47% over the last year, compared to the growth of total display ad impressions by only 13%.
Further results showed online display ads now reach 97.5% of people in the UK. Display ads under the category of 'services' claim 18.6% and 'portals' account for 11.3%.