In a new study by comScore, both mobile advertising and online video advertising growth rates were analyzed. The results show that both mobile and video advertising are growing and reaching a particularly large audience of younger consumers between the ages of 15-24.
For online video advertising, 63.1% of U.K. consumers (who identified themselves as computer and/or smartphone users), were exposed to a video ad during the month of June (21.2 million people). Interestingly, the number of video viewers has remained fairly stable in the U.K., but the number of people who saw video ads is growing steadily and was up 15% for the second quarter of 2011 versus the first quarter.
Mobile advertising is growing even faster than online video advertising with a 28% increase from the second quarter of 2011 to the third quarter. 25% of U.K. smartphone users remembered seeing a mobile ad during the third quarter of 2011, which equates to 25% of mobile users. The frequency with which consumers recall seeing mobile ads is growing even faster. The third quarter of 2011 saw a 28% increase in the number of people who recalled seeing a mobile ad at least once per week. The number of people who recalled seeing an ad almost daily rose by 52%
Online display advertising is still the powerhouse when it comes to online advertising with 40 million U.K. Internet users seeing online display ads during the second quarter of 2011, which equates to a 95.3% penetration rate. There are a couple of reasons why online display advertising is still so popular. First, companies already have budgets set aside for online display advertising. However, marketers are still fighting for budget dollars so they can make a shift to include more mobile and video advertising in their marketing plans. Second, there are a lot of online display ads for people to see each day simply because that’s where advertising budgets are being spent.
It’s safe to predict that mobile and video advertising are going to continue to grow in the future. In fact, we’ll probably start to see faster growth rates for both than we’ve seen in recent years. With more people using smartphones that enable them to view both mobile ads and video ads, there is no doubt that more companies will start to recognize the opportunity to connect with consumers through their mobile devices, and budget investments will increase.
Is your company already investing in mobile and video advertising? Leave a comment and share your experience and thoughts.
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