Mediarun Search Marketing News

Social networking website marketing 'popular with telecoms firms'

October 30th 2009

Social Media Optimisation News

Telecoms companies take advantage of social networking website marketing more than any other sector, according to new research.

Firms including BT and Deutsche Telekom have contributed to a total of 949 million display advert impressions across social media in August, the comScore research found.

This is equivalent to around seven per cent of all display ads across these types of sites.

Retail advertisers ranked second with 753 million advert impressions, followed by banking brands which clocked up a total of 248 million impressions.

Managing director of Europe at comScore Mike Read explained that social media sites have generally suffered in terms of advertising revenue due to the perception that the audience is comprised of "younger consumers with lower spending power".

He said: "However, these data suggest that every demographic segment is reached via social networking sites and that no particular age segment accounts for an overwhelming percentage of ads delivered.

"Given the overall reach and volume of ads delivered on social networking sites, brand advertisers who ignore this channel may be missing a significant opportunity and enabling their competitors to gain a dominant share."

Despite these findings, eMarketer's Jeffrey Grau suggested earlier this month that ecommerce businesses could be doing more to take advantage of social media pay per click advertising.

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