Mobile, video emerge as significant online ad platforms in UK

In June 2011, 63.1% (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% recalled seeing an ad while browsing the Internet or using an application on their devices. In comparison, 95.3% 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."

Advertising expands reach among UK mobile and video populations

Over the past 2 quarters, mobile advertising has seen a steady increase in reach. 5.4 million UK smartphone subscribers (25% overall) recalled having seen ads through a mobile browser or app in the quarter ending June 2011, representing a 28% increase from 3 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%).

Of the 33.7 million online video viewers in June, 21.2 million (63.1%) were exposed to ad videos. While the total number of online video viewers remained constant from quarter-to-quarter, the number of unique viewers exposed to video ads rose 15%. Meanwhile, the online display market continued to show a high rate of penetration in the UK, with 40.0 million unique visitors exposed to online display ads in June 2011, accounting for 95.3% of the total UK online audience.

* The Total Audience differs across the platforms measured in terms of age: Video Metrix is based on the 6+ UK video viewing audience, Ad Metrix is based on the 15+ UK online audience, and MobiLens is based on the 13+ population of UK mobile users.
**Video Metrix and Ad Metrix use comScore's United Digital Measurement (UDM) methodology that combines census-level data with the comScore panel.
***MobiLens is based on a survey panel that is nationally representative of mobile subscribers.

15-24-year-olds most likely to be exposed to online video ads and smartphone ads

A demographic analysis of people exposed to online advertising revealed that 15- 24-year-olds were the most heavily exposed to online ad videos. Nearly 70% of 15-24-year-olds were exposed to at least 1 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.

*An index of 100 indicates average representation relative to the base audience.

15-24-year-olds see an even more pronounced relative skew when it comes to exposure to mobile advertising. 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.

*An index of 100 indicates average representation relative to the base audience.

"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."