UK internet users received more than 221 billion display ads during Q3 2010, marking a 34% increase from 164.7 billion in Q3 2009, according to comScore AdMetrix data.
Facebook Dominates UK Ad Display Market
Social network Facebook.com clearly dominated the UK display ad publisher market in Q3 2010. comScore data indicates Facebook carried more than 68 billion display ad impressions during the quarter, representing 31% market share.
In contrast, Microsoft Sites ranked a distant second with nearly 14 billion impressions (6.2%), followed by eBay with 8.8 billion impressions (4%) and Google Sites with 8.2 billion impressions (3.7%). Yahoo Sites rounded out the top five display ad leaders with 7.8 billion impressions (3.5%).
Virgin Leading Display Advertiser
No individual brand displayed anywhere the market dominance that Facebook did among display ad publishers. Virgin led the UK market with about 4.3 billion display ad impressions in Q3 2010, representing 2% market share.
Competition was close among the next three display ad brand market share leaders. Telefonica Europe captured second place with about 2.9 billion impressions (1.3%), closely followed by British Sky Broadcasting Group with 2.6 billion impressions (1.2%) and BT Group with 2.3 billion impressions (1%).
Media Ingenuity trailed in fifth place with about 1.4 billion impressions (0.6%).
comScore Credits Retail for Fueling Resurgence
comScore says the UK online display ad market is seeing a resurgence following a recession that lasted from late 2008 through most of 2009. “A key driver of this growth is the retail sector, which increased more than 300% in terms of impressions delivered since last year,” said Mike Read, SVP and Managing Director, comScore Europe. “In the run up to Christmas with consumers searching for gifts, the growth in online advertising is likely to continue its ascent.”
Google Leading UK Online Ad Network
Google Ad Network was the top UK online ad network by unique daily visitor and average daily visitor in July 2010, according to other recent comScore data. Google Ad Network led all UK online ad networks with 35.5 million unique visitors ages 15 and up during the month. This represented 92.7% of the 38.3 million total unique UK visitors 15 and up.
Google Ad Network grew its monthly unique visitors 1.9% from 34.9 million in July 2009. However, Google’s reach slightly dropped from 94.4% in July 2009, reflecting the year-over-year 3.8% growth in unique audience.
