Earlier this week comScore announced the release of its new ad reporting tool, comScore Ad Metrix, within the UK.

The Ad Metrix service, that was first launched in the US in the early 2009, evaluates information provided by ComScore’s UK panel of around 60,000 Internet users and includes data from a range of online display advertising from banners to video ads.

This new product is said to be a “breakthrough service in digital media campaign planning and buying” and provides information about the web sites in which display adverts are seen online, the portion of the population that they are reaching and the most productive advertisers.

When Mike Read, SVP and MD of comScore Europe, was questioned about the new service he expressed his delight in the product due to the fact that it is the first service in the UK to “accurately account for the total number of display ads viewed online and attribute those views to the specific users exposed”.

He also shared his pleasure in their new ability “to offer a range of capabilities through this service including share of voice, ad clutter, ad exposed unique visitors, frequency and reach of ads, GRPs and publisher-level demographics.”

The first of the figures provided in the report for the UK revealed the top 10 online display ad publishers and their share of display ads to be as follows:

  • Facebook – 21.6%
  • Microsoft Sites – 6.5%
  • eBay – 4.9%
  • AOL LLC – 4.3%
  • Yahoo! Sites – 3.5%
  • Google Sites – 1.8%
  • Fox Interactive Media – 1.4%
  • Autotrader.co.uk – 1.2%
  • Tagged.com – 0.8%
  • Amazon Sites – 0.7%

These statistics reflect only display advertisements of over 2,500 pixels in dimension and also exclude traffic from Internet Cafes, mobile phones and PDAs.

The report also revealed the top 10 online display advertisers and their share of publishers ad views as follows:

  • Telefonica O2 – 1.9%
  • T-Mobile – 1.3%
  • Oneweek.co.uk – 1.1%
  • Royal Mail Group – 1.0%
  • Orange Sites – 1.0%
  • Virgin Media – 0.9%
  • Sky Sites – 0.9%
  • British Telecommunications – 0.7%
  • Microsoft Sites – 0.7%
  • Camelot Group – 0.6%

Where the same exclusions were applied as above.

Initial reactions to the service, reported in an article in New Media Age, have been very positive with people such as, Nigel Goodacre, head of ecommerce at Camelot, saying that it will allow a better understanding into overall ROI.

Also that it will allow advertisers to see the level of exposure that they can expect to achieve via Social Media advertising, said by Charlie McGee, MD of Carat Digital.

Similarly, Tom Jefferies at Barcardi, is reported as saying that this will be very beneficial to alcohol brands as they have to aim their ads at users above the age of 18, so this new report allows them to check that over 70% of the people viewing their ad are over the legal drinking age.