Thursday, September 1, 2011

Mobile and Video Emerge As Significant Online Ad Platforms in the U.K.

Mobile and video advertising is gaining traction, reaching a sizeable percentage of the total U.K. audience, comScore says. In June 2011, 63.1 percent of online video viewers in the United Kingdom were exposed to video ads. Among the total number of smartphone users in the same time period, 25 percent recalled seeing an ad while browsing the Internet or using an application on their devices. In comparison, 95 percent of fixed line Internet users were exposed to online display advertising.



Online Advertising Reach in the United Kingdom
March 2011 vs June 2011
Total Audience* - Home & Work Locations
Source: comScore Ad Metrix**, Video Metrix** and MobiLens***
Online Ad Audience
Mar-11Jun-11% Change in Unique Audience
Unique Audience (000)% ReachUnique Audience (000)% Reach
Exposed
Fixed Line Internet Audience: Exposed to Display Ads39,68396.1%40,02095.3%0.8%
Online Video Audience: Exposed to Video Ads18,44654.9%21,23363.1%15.1%
Recalled
Smartphone Audience: Recall Seeing Web/App Ads4,24021.4%5,41525.4%27.7%

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