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Mobile and video online advertising grows in the UK

September 06, 2011 By: Dr Search Principal Consultant at the Search Clinic Category: Customer Service, Ecommerce, internet, Mobile Marketing, mobile phones, Online Marketing, smart phones, Technology Companies, Uncategorized, Video Marketing

A quarter of UK Smartphone users see mobile advertising and nearly two thirds see online video ads according to new research.Mobile and video online advertising grows in the UKAmong its findings, the analysis shows mobile and video advertising gaining traction in reaching a sizeable percentage of the total audience.

In June 2011, 63.1 percent (or nearly 2 out of 3 online video viewers in the UK) were exposed to video ads.

Among the total number of smartphone users in the same time period, 25.4 percent recalled seeing an ad while browsing the Internet or using an application on their devices. In comparison, 95.3 percent of fixed line Internet users were exposed to online display advertising.

Advertising Expands Reach among UK Mobile and Video Populations

Over the past two quarters, mobile advertising has seen a steady increase in reach. 5.4 million UK smartphone subscribers (25 percent overall) recalled having seen ads through a mobile browser or app in the quarter ending June 2011, representing a 28-percent increase from three months prior. In addition, nearly 8 percent of smartphone users recalled seeing ads at least once a week (up 28 percent), and 7.5 percent recalled seeing them almost every day (up 52 percent).

Of the 33.7 million online video viewers in June, 21.2 million (63.1 percent) were exposed to ad videos. While the total number of online video viewers remained constant from quarter-to-quarter, the number of unique viewers exposed to video ads rose 15 percent. Meanwhile, the online display market continued to show a high rate of penetration in the UK, with 40.0 million unique visitors exposed to online display ads in June 2011, accounting for 95.3 percent of the total UK online audience.

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-11 Jun-11 % Change in Unique Audience
Unique Audience (000) % Reach Unique Audience (000) % Reach
Exposed
Fixed Line Internet Audience: Exposed to Display Ads 39,683 96.1% 40,020 95.3% 0.8%
Online Video Audience: Exposed to Video Ads 18,446 54.9% 21,233 63.1% 15.1%
Recalled
Smartphone Audience: Recall Seeing Web/App Ads 4,240 21.4% 5,415 25.4% 27.7%

15-24 year olds most likely to be exposed to online video ads and smartphone Ads
A demographic analysis of people exposed to online advertising revealed that 15- 24 year olds were the most heavily exposed to online ad videos. Nearly 70 percent of 15-24 year olds were exposed to at least one online ad video in June 2011 – approximately 7 percentage points higher than the total Internet audience.

15-24 year olds were also 10 percent more likely than the average video viewer to be exposed to video ads, while 25-34 year olds have the second highest penetration and were 4 percent more likely than average to be exposed.

Online Video Advertising Reach in UK by Demographics
June 2011
Total Audience: Age 6+ – Home & Work Locations
Source: comScore Video Metrix
Online Video Ad Audience
Total Unique Viewers (000) % Reach Among Online Video Population Index to Online Video Audience*
Total Online Video Audience Exposed to Video Ads: 6+ yrs old 21,233 63.1% 100
Age
Age 15-24 4,310 69.4% 110
Age 25-34 4,066 65.6% 104
Age 35-44 3,710 62.8% 100
Age 45-54 3,574 64.3% 102
Age 55+ 3,731 61.0% 97

*An index of 100 indicates average representation relative to the base audience.

15-24 year olds see an even more pronounced relative skew when it comes to exposure to mobile advertising. In June 2011, 31.6 percent of UK smartphone users age 15-24 recalled having seen ads on an app or browser, the highest penetration among age groups. With an index of 125, 15-24 year olds were 25 percent more likely than the average smartphone user to recall exposure to mobile advertising. Meanwhile, 45-54 year olds and those 55 and older showed a significantly lower likelihood than average of recalling mobile ad exposure.

Mobile Advertising Reach Among Smartphone Users in UK by Demographics
June 2011
Total Audience: Age 13+
Source: comScore MobiLens
Recall Seeing Web/App Ads
Total Audience (000) % Reach Among Smartphone Audience Index to Smartphone Audience*
Total Smartphone Audience Who Recall Seeing Web/App Ads: 13+ yrs old 5,415 25.4% 100
Age
Age 15-24 1,566 31.6% 125
Age 25-34 1,533 29.6% 117
Age 35-44 1,125 25.1% 99
Age 45-54 580 19.5% 77
Age 55+ 534 15.9% 63

*An index of 100 indicates average representation relative to the base audience.

The research can be found at: http://www.comscore.com/Mobile_and_Video_Emerge_As_Significant_Online_Ad_Platforms_in_the_UK

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