UK - Mobile emerges as key advertising channel in UK

Mobile and online video are increasingly gaining traction as advertising channels in the UK market, according to latest data released by comScore.

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

The company’s analysis also found that in June 2011, 21.2 million (63.1% or nearly 2 out of 3) online video viewers in the UK were exposed to video ads. In comparison, 95.3% (40.0 million) 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.”

ComScore also noted in a demographic analysis of people exposed to mobile advertising that 15-24 year olds are more exposed to smartphone ads. In June 2011, 31.6% 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% 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.

“The penetration of mobile and online video advertising market shows greater variation across age groups, compared to the online display advertising market which already reaches an equally high percentage of users across all ages,” added Shaw. “This indicates an opportunity for advertisers looking for ways to efficiently target younger audiences, who are heavier online video viewers and mobile users. These audiences are likely to carry these behaviours with them as they mature, underscoring the future potential for video and mobile advertising.”

Nearly 70% 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% 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% more likely than average to be exposed.

Source: http://www.smartgorillas.com/?p=5541 by Anne Morris on 6th September 2011.

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