Data from the comScore Ad Metrix service revealed that Adaptive Affinity ranked as the top online display advertiser amongst financial companies, reaching nearly 58% of the total UK online audience in September 2010, by promoting its site Quickcreditscore.co.uk.
In the September 2010 ranking of UK Financial Information/Advice Sites, Moneysupermarket.com Financial Group ranked first with 3.7 million unique visitors and an average of nearly 9 minutes per user during the month. BGL Group, an insurance broker that operates Comparethemarket.com, claimed second place with 1.2 million visitors, followed by Confused.com with 1.1 million users. Confused.com users spent on average 12.9 minutes on the site during the month, more than users spent on any other site in the top 10.
| Top 10 Financial Information/Advice Properties September 2010 Total UK - Home and Work Locations* Source: comScore Media Metrix | ||
|---|---|---|
| Total Unique Visitors (000) | Average Minutes per Visitor | |
| Total Internet: Total Audience | 43,278 | 1,856.0 |
| Financial Information/Advice | 9,940 | 15.0 |
| Moneysupermarket.com Financial Group | 3,724 | 8.9 |
| BGL Group | 1,168 | 9.3 |
| Confused.com | 1,143 | 12.9 |
| Tescofinance.com | 1,027 | 7.5 |
| Aviva Group | 769 | 10.0 |
| Experian International | 624 | 12.3 |
| Direct Line | 611 | 6.6 |
| AXA Group | 503 | 9.7 |
| Virgin Money | 422 | 3.9 |
| Uswitch.com | 339 | 6.2 |
*Excludes visits from public computers such as Internet cafes or access from mobile phones or PDAs.
Adaptive Affinity Limited was the heaviest online display advertiser in the Finance category in September 2010 with nearly 382 million display ad impressions, and reaching more than 57% of the 41.8 million unique internet users who were exposed to online display ads in the UK in September. Virtually 100% of campaigns from Adaptive Affinity were for QuickCreditScore.co.uk.
Media Ingenuity Ltd., which owns and operates TotallyMoney.com, ranked second with 381 million impressions. Aviva Plc held the third position with 334 million display ad impressions and reached almost 25 million unique visitors, a higher reach than any other advertiser in the top 10 heaviest advertisers. American Express (Finance) ranked fourth with 294 million impressions reaching 24 million unique visitors.
| Top 10 Financial Online Display Advertisers September 2010 Total UK - Home and Work Locations Source: comScore Ad Metrix | |||
|---|---|---|---|
| Total Display Ad Impressions (000) | Ad Exposed Unique Visitors (000) | % Reach | |
| Total Internet | 72,714,732 | 41,884 | 100.0 % |
| Adaptive Affinity Limited | 381,533 | 24,120 | 57.6 % |
| Media Ingenuity Ltd. | 380,785 | 23,587 | 56.3 % |
| Aviva plc | 333,562 | 24,950 | 59.6 % |
| American Express Company - Finance | 294,071 | 24,074 | 57.5 % |
| Experian Interactive - Finance | 182,773 | 19,915 | 47.5 % |
| Royal Bank of Scotland Group - Finance | 150,683 | 15,964 | 38.1 % |
| Wonga.com Ltd. | 142,863 | 20,154 | 48.1 % |
| SimplyFinance | 131,628 | 16,777 | 40.1 % |
| ING Groep N.V. - Finance | 92,702 | 15,485 | 37.0 % |
| Provident Financial Management Services Ltd | 90,901 | 15,329 | 36.6 % |
*Display ads include static and rich media ads; excludes video ads, house ads and very small ads (< 2500 pixels in dimension)
"The current economic situation in the UK is encouraging consumers to look to the internet for financial advice and information," said Mike Read, SVP and managing director, comScore Europe. "The online channel has reduced the friction for the average consumer to seek financial advice, bringing more potential customers into the market, which presents excellent opportunities for marketers in the banking and financial sector to reach their target audiences."
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and the preferred source of digital marketing intelligence.
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