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Facebook ran 21.6% of all UK online display ads in April, according to preliminary figures from Ad Metrix, ComScore’s new ad reporting tool which launches in the UK this week.
Ad Metrix, which launched in the US at the start of the year, uses ComScore’s UK panel of some 60,000 web users to provide information on the sites with the most exposed online ad views, as well as the most prolific advertisers.
The first UK figures, revealed exclusively to new media age, found Facebook accounted for over a fifth of all display advertising in April
The Microsoft Network ranked second with a 6.5% share of ad views, followed by Ebay (4.9%), AOL (4.3%) and Yahoo (3.5%).
The findings also revealed the top display advertisers online in April consisted predominantly of telecoms and mobile brands. O2 was the biggest display advertiser with a 1.9% share of all display ads, followed by T-Mobile (1.3%), One Week Diet System (1.1%), Royal Mail (1%) and Orange (1%).
Nigel Goodacre, head of ecommerce at Camelot, which runs the National Lottery and was one of the top ten display advertisers, welcomed the new tool, saying it provides greater understand of return on investment.
“Anything that provides us with a detailed understanding of our users, to enable us to test, learn and refine our activity and therefore help us tailor our marketing to suit them, can only be a good thing,” he said.
ComScore said Ad Metrix will help media planning and buying as it provides a measurement similar to that of traditional media. Mike Read, ComScore Europe MD, said, “We already report how many people view editorial; now we can report on the ads delivered too. It replicates what exists in the TV market.”
Charlie McGee, MD of Carat Digital, said, “It ‘ll help us understand which sites are more cluttered with ads. It’s a welcome addition and will be helpful if, for example, looking at different social networks to see what kind of exposure you might get.”
ComScore plans to launch demographic data on the service, which is already available in its Media Metrix measurement service.
Tom Jefferies, global digital marketing manager at Bacardi, said such data would be useful to alcohol brands. “It’s important to us to see how our ads fit,” he said. “We need to make sure that 70% of the audience is above drinking age and this would allow us to contextualise this in terms of the ads too.”