Camelot outpaces Facebook in online growth

National Lottery parent company Camelot has the fastest growing website this year, thanks to an ad campaign for EuroMillions, according to research.

Data from Nielsen’s UK Online Measurement tool (UKOM) reveals that an online display advertisment for Euromillions attracted more new online visitors to the Camelot site in one month that any other website, including social networking site Facebook.

The research, which measures the increase in numbers of monthly visitors to websites, revealed that sites that operate a social model that allows users to contribute, dominated the list of the fastest growing companies online.

The campaign for National Lottery EuroMillions, which ran across sites such as eBay, Amazon and Gumtree boosted site visitors by 4.4 million to 9.4 million between July 2009 and July 2010 and more new visitors in one month than Facebook experienced during the year.

Facebook is the second-fastest growing brand online and attracts 25.1m UK visitors, which makes it the third most visited site behind Google and Microsoft.

The third fastest-growing company online was Demand Media, operator of social site eHow, which allows users to share knowledge and increased visitors from 1.9m to 3.6m.

Three of the ten fastest-growing companies represent traditional offline brands, Camelot, Carphone Warehouse and EDF, which UKOM general manager James Smythe says demonstrate how brands can capture consumers’ attention online and offline.

He adds: “Better internet accessibility and more new social applications for the internet seem to be the long-term drivers behind these growth sites, but Camelot’s performance illustrates how good online display advertising can also influence behaviour dramatically.”

The fastest-growing companies online by increase in unique UK audience numbers, July 2009 – July 2010

1: Camelot Group
2: Facebook
3: Demand Media (eHow)
4: Carphone Warehouse Group
5: Zynga (Social network gaming)
6: Wikimedia Foundation (Owner of social information site Wikipedia)
7: EDF Energy (Boosted by green initiative Team Green Britain and London 2012 Olympic Sponsorship)
8: PartyGaming
9: Peeplo (a media and blog search engine)
10: Google

The most popular companies online by unique UK audience numbers – July 2010

1: Google
2: Microsoft
3: Facebook
4: eBay
5: Yahoo!
6: BBC
7: Amazon
8: Wikimedia Foundation
9: HM Government
10: Apple Computer

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here