Every demographic segment is reached via social networking sites: report

Social networking sites account for more than 25 percent of UK online display ad impressions, according to comScore Ad Metrix.

The study showed that social networking sites accounted for 13.8 billion display ad impressions in August 2009, representing more than 25 percent of all display ads viewed online.

Telecommunications companies, including Telefonica O2, Deutsche Telekom, and British Telecommunications, were the heaviest social networking site advertisers, delivering more than 949 million display ad impressions on social networking sites in August, or approximately seven percent of all display ads delivered in the site category. Travel brands including the likes of Thomas Cook and Travelzoo.com came fourth with 213 million display ad impressions.

Of the top 10 advertiser categories on social networking sites, teen content advertisers like Habbo and NHS-owned TeenLifeCheck delivered the highest proportion of their ad impressions in the social networking category at 37.3 percent.

Skew toward younger users

A demographic analysis of display ads on social networking sites in the UK revealed that while ad delivery skewed somewhat younger than average, all age segments were reached with a notable percentage of display ads. 

15-24 year olds were the highest indexing age segment, accounting for 29 percent of display ad impressions while representing 23 percent of the total category audience. Those between the ages of 25-44 received ads at a slightly higher than average rate, while those 45 and older received ads at a lower than average rate. Each of the five age segments accounted for at least 15 percent of the category audience and 10 percent of ad impressions.

Mike Read, comScore managing director, Europe, said the new data suggest that every demographic segment is reached via social networking sites and that no particular age segment accounts for an overwhelming percentage of ads delivered. 

“Given the overall reach and volume of ads delivered on social networking sites, brand advertisers who ignore this channel may be missing a significant opportunity and enabling their competitors to gain a dominant share of voice in the channel,” he said.