Facebook.com ranked as the top U.K. display ad publisher in April with 12.5 billion ad views (21.6% market share) reaching 22 million people online. Microsoft Sites ranked second with 3.8 billion ad views (6.5%), while eBay ranked third with 2.9 billion ad views (4.9%). Researcher comScore released the data today (May 28).

Similar ranking for U.S. shows that AOL’s Platform-A remains the top ad network, reaching nearly 176.5 million U.S. Internet users, or 91.5% of the total audience, followed by Yahoo! Network (167.1 million), and Google Ad Network (164.5 million). (Read: Top 25 Ad Networks in the U.S.)

The ranking of the top 10 display advertisers was led by telecom companies. With a significant digital advertising campaign promoting the availability of the iPhone 3G on contract, Telefonica O2 ranked as the top display advertiser in April 2009 with 1.1 billion ad views (1.9% market share) reaching 29.2 million people.

Although Web business has not yet stabilized (Read: Are You Okay, Web?), action has always been hot in the marketplace.  

Other top display advertisers in U.K. included T-Mobile with 750 million ad views (1.3% share), dieting service Oneweek.co.uk with 610 million ad views (1.1% share) and Royal Mail Group.

The online market in U.K. has been growing steadily. For example, in the online newspapers segment, 15.9 million people in the U.K. visited a newspaper Web site in March, representing a 43% reach of the country’s online population. The Sun Online was the most popular online newspaper in the U.K., growing 8% versus year ago to 4.6 million visitors. (Read: The Sun on Top of Online Newspapers in U.K.)

And online banking is showing potential in Europe. In February 2009, 104 million European Internet users visited an online banking property, representing more than one-third of Europe’s total online population. The most popular was French-owned Credit Agricole, followed by Lloyds Banking Group and The Royal Bank of Scotland. (Read: Top 15 Online Banking Properties in Europe)

To target display ads business, Yahoo! has introduced its display advertising solutions for marketers. They will leverage third-party advertising technologies from display advertising solutions providers, Teracent and Tumri. The solutions will be for the Web as well as mobile phones.  

Click here for Top 10 lists of online Publishers and Advertisers in U.K.


About Rakesh Raman

Have extensive editorial, content management, and integrated communications experience and have worked as a senior tech journalist, analyst, and columnist with different newspapers, magazines, and Web/online properties in India.

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