US Online Display Ad Impressions Surge 22%, Facebook is Top Dog
According to comScore, 22 percent more display ads were delivered to U.S. Internet users in the third quarter compared to the same quarter in 2009.
Nearly 1.3 trillion online display ads were delivered in the third quarter, up 22 percent from the 1.0 trillion delivered in the third quarter of last year. comScore notes that “Display ads include static and rich media ads; excludes video ads, house ads and very small ads (< 2,500 pixels in dimension).”
“Just one year ago we were still in the midst of an advertising recession, but several growth drivers have contributed to sustained improvements over the past few quarters,” said Jeff Hackett, senior vice president of comScore. “The ability to buy specific audiences is enabling a greater number of display ads to be delivered on target, display formats are improving at a rapid rate, and the quality of creative is getting better every day. As publishers prove the value of online display ad campaigns, digital should continue to carve out a bigger piece of the advertising pie.”
Facebook topped the list of the 10 biggest U.S. online display ad publishers in the third quarter with 297 billion impressions, or 23.1 percent of the market. Yahoo Sites followed with 141 billion impressions, or 11.0 percent of the market.
Microsoft Sites ranked third with 64.0 billion impressions, or 5.0 percent of the total, while Fox Interactive Media followed with 48.3 billion impressions, or 3.8 percent of the market.
Google Sites (2.7 percent), AOL (2.5 percent), Turner Network (1.7 percent), Glam Media (1.0 percent), eBay (0.7 percent) and ESPN (0.6 percent) rounded out the top 10, according to comScore.
AT&T was the top online display advertiser in the U.S. during the third quarter with 21.1 billion impressions, or 1.6 percent of the total. Scottrade followed with 15.0 billion impressions, or 1.2 percent.
Verizon Communications (1.1 percent), Experian Interactive (1.1 percent), Progressive Corporation (0.7 percent), Netflix (0.7 percent), Apollo Group (0.7 percent), IAC – InterActiveCorp (0.7 percent), eBay (0.7 percent) and Walt Disney Company (0.7 percent) rounded out the list of the top 10 online display advertisers.
By spending, the top 10 advertisers in the third quarter were estimated to be: Scottrade (1.9 percent), AT&T (1.7 percent), Experian (1.2 percent), Verizon (1.1 percent) and Progressive (1.0 percent). Rounding out the top ten were: Netflix (1.0 percent), GM (0.8 percent), Walt Disney (0.8 percent), Toyota (0.7 percent), and Procter & Gamble (0.6 percent), according to comScore.
The average U.S. Internet user was delivered more than 6,000 display ads during the third quarter. Also, 109 different advertisers delivered at least 1 billion display ad impressions during the third quarter, up from 76 in the third quarter of 2009.
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