Top UK ad networks experience encouraging growth

A new report from comScore shows that nearly all of the top ten UK ad networks are starting to see encouraging growth with increased reach.  Google Ad Networks remains in the lead with a reach of more than 38 million internet users (93% of the total UK online audience).

AOL Advertising trails slightly behind Google with a reach of 33.2 million users, while Yahoo! Network follows with a reach of 33 million.

However, the fastest growing network in comScore’s top ten is the independent network 24/7 Real Media, up by an impressive 111% on this time last year.   Several other ad networks in the top rankings also put in a good performance, including Tribal Fusion, Adconion and ValueClick Media, according to the report.

The figures provide evidence that the online display market is experiencing a boost, with advertisers and agencies showing signs of a renewed confidence in online display, which has always struggled to keep up with search.

A report in NMA suggests that media agencies and the top ad networks are optimistic about the future growth of the online display market, which has been associated with cheap banner ads for too long.  Ari Bluman, president of sales and operations at 24/7 Real Media, told the trade title that combining search and display will be the next evolution.

“We’re seeing more understanding from advertisers that consumers might use search at certain times in their purchase journey, but they visit sites in between so display has an impact too,” he said.

IAB chief executive Alain Heureux, meanwhile, thinks display is “ripe for futher growth as new techniques and business models provide the perfect platform for a new phase of online display growth”.

An IAB Europe report, released in June, found that search was up 10.6% year on year, while displacy was down 5% year on year across Europe.  However, comScore’s latest figures and NMA‘s report seem to suggest a new shift – “Display doesn’t exist in a vacuum.  Social media, mobile and real-time bidding are all helping to breathe new life into it.  In fact, some observers believe the quality of inventory being delivered through such techniques means display is undervalued,” says NMA’s Justin Pearse.

comScore’s senior vice president and European managing director Mike Read added: “Ad networks continue to be a powerful mechanism to quickly build scale, and nearly all of the major players have expanded their reach over the past year.  With continued innovations in targeting and focus on ROI it’s not surprising the ad network space continues to be of strong interest to advertisers.”