Mobile and video emerge as significant online ad platforms in the UK
1 in 4 Smartphone Users Are Exposed to Mobile Advertising and Nearly 2 Out of 3 Online Video Viewers Are Exposed to Video Ads
comScore has released an analysis of the online advertising market in the United Kingdom across the general population of fixed line Internet users, online video viewers and smartphone users.
Among 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.
“Over the past few years, video and mobile have emerged as important channels for advertisers seeking to reach digital consumers,” said Mike Shaw, director of comScore Marketing Solutions.
“While the penetration for video and mobile advertising has not yet reached the level that it has for online display advertising, it is likely that the penetration for these will only grow as mobile advertising continues to increase and more advertisers incorporate video as an integral part of their marketing strategy.”
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