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Strong growth for UK online display advertising market

by Scott Bicheno on 3 November 2010, 11:07

Tags: comScore

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On display

The advertising market took a heavy hit at the onset of the global recession in late 2008, and while print and TV fared worse, online was not unscathed.

The good news coming from Internet market researcher comScore today is that online display advertising in the UK grew 34 percent, year-on-year, in Q3. The table below shows the relative ad impressions in millions.

 

UK Online Display* Advertising Market Overview
Q3 2010 vs. Q3 2009
Total UK - Home and Work Locations
Source: comScore Ad Metrix

Q3 2009

Q3 2010

Percent
Change

Total Display Ad
Impressions (MM)

164,734

221,113

34%

*Display ads include static and rich media ads; excludes video ads, house ads and very small ads (< 2,500 pixels in dimension)

 

"A key driver of this growth is the retail sector, which increased over 300 percent in terms of impressions delivered since last year," said Mike Read, SVP and MD of comScore Europe. "In the run up to Christmas with consumers searching for gifts, the growth in online advertising is likely to continue its ascent."

There was also a stark reminder of the power of Facebook, which now owns nearly a third of the total UK display ad market.

 

Top 10 UK Online Display Ad* Publishers
Q3 2010
Total UK - Home and Work Locations
Source: comScore Ad Metrix

Total Display Ad Impressions (MM)

Share of Display Ad Impressions

Total Internet

221,113

100.0

Facebook.com

68,687

31.1

Microsoft Sites

13,692

6.2

eBay

8,800

4.0

Google Sites

8,160

3.7

Yahoo! Sites

7,778

3.5

Glam Media

2,807

1.3

Trader Media Group

2,267

1.0

AOL, Inc.

2,109

1.0

Bebo.com

1,635

0.7

Amazon Sites

1,596

0.7

 

Meanwhile telco companies, with broadband probably overshadowing mobile in this particular case, are revealed as the big spenders.

 

Top 10 UK Online Display Advertisers
Q3 2010
Total UK - Home and Work Locations
Source: comScore Ad Metrix

Total Display Ad Impressions (MM)

Share of Display Ad Impressions

Total Internet

221,113

100.0

Virgin Group Ltd.

4,367

2.0

Telefonica Europe

2,903

1.3

British Sky Broadcasting Group plc

2,602

1.2

BT Group plc

2,310

1.0

Media Ingenuity Ltd.

1,392

0.6

Jackpotjoy Ltd

1,173

0.5

eBay, Inc.

1,154

0.5

Microsoft Corporation

1,000

0.5

TUI Travel PLC

826

0.4

Google Inc.

814

0.4

 

HEXUS Forums :: 9 Comments

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Posted by pollaxe - Wed 03 Nov 2010 11:21
Whilst I understand ad revenue is necessary and I welcome any sign of economic growth I am also so heartily sick of advertising. Online, on the tv, on the radio. Open up a magazine and a cascade of advertising bilge splurges forth like a waterfall.

It seems that life is turning into a constant barrage of people trying to get me to buy stuff I neither want nor need.

I suppose I should live in a cave really.
Posted by Scott B - Wed 03 Nov 2010 11:33
pollaxe
Whilst I understand ad revenue is necessary and I welcome any sign of economic growth I am also so heartily sick of advertising. Online, on the tv, on the radio. Open up a magazine and a cascade of advertising bilge splurges forth like a waterfall.

It seems that life is turning into a constant barrage of people trying to get me to buy stuff I neither want nor need.

I suppose I should live in a cave really.

…or pay for the media you consume.
Posted by jimbouk - Wed 03 Nov 2010 11:49
Scott B;1999804
…or pay for the media you consume.
Which is why I enjoy the BBC. Aside from the couple of newspaper pay-walls there isn't that option for much on the internet though.
Posted by pollaxe - Wed 03 Nov 2010 11:49
Scott B;1999804
…or pay for the media you consume.

But I do.

I'm a PC Pro subscriber (I have been for years) and that's full of adverts.
I'm also a Sky subscriber and have to endure advertising up the swanny on that too.
Posted by Scott B - Wed 03 Nov 2010 12:15
jimbouk
Which is why I enjoy the BBC. Aside from the couple of newspaper pay-walls there isn't that option for much on the internet though.

pollaxe
But I do.

I'm a PC Pro subscriber (I have been for years) and that's full of adverts.
I'm also a Sky subscriber and have to endure advertising up the swanny on that too.

Fair points.

Just emphasising that content costs money to produce and that has to be recovered somehow.

I'm not a Sky subscriber but I imagine it's pretty annoying to pay £40 per month for something and still get bombarded with ads. It will be interesting to see what the optimum model for extracting revenue from content ends up being, although I suspect it will constantly evolve.

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