Social networking websites are starting to have a substantial impact on the world of online marketing, a new study has suggested.
Research by comScore has revealed that websites such as Facebook accounted for 26 per cent of the 13.8 billion display ads viewed over the internet during August 2009.
The study also revealed that such marketing campaigns are reaching a young demographic, with 15-24 year olds accounting for 29 per cent of impressions over the same period - the single largest group.
However, the research noted that no one age range dominated the statistics.
Mike Read, comScore's managing director in Europe, said: "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 of voice in the channel."
Recently, Jason Falls, a consultant with Socialmediaexplorer.com, warned that marketers who fail to get involved with social media will be unable to influence important discussions about the brands they are seeking to promote.
NEWS BY INDUSTRY
