Digital advertisers are increasingly turning to social networking sites as a way of reaching consumers, new research has indicated, revealing that telecommunication brands are the hardest working companies in this sphere.

Figures from the latest comScore Ad Metrix have shown that, for August, 13.8 billion ad impressions were registered on social sites, constituting over 25 per cent of all display campaigns viewed online, with those in the telecommunication industry providing more than 949 million of these.

It emerged that all age demographics were reached by a percentage of this type of online PR, with 15 to 24-year-olds proving to be the highest indexing segment.

Managing director with comScore in Europe Mike Read observed that those who do not attempt to use these channels in their strategies "may be missing a significant opportunity".

This point of view was recently upheld in a report by freshbusinessthinking.com, which revealed that 45 per cent of small to medium-sized enterprises use social media as a promotional tool.

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