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US online display advertising market impressions up
Data from the comScore Ad Metrix online advertising intelligence service indicated that nearly 1.3 trillion display ads were delivered to US Internet users during the third quarter, marking a 22% increase versus year ago.
| U.S. Online Display* Advertising Market Overview Q3 2010 vs. Q3 2009 Total U.S. - Home/Work/University Locations Source: comScore Ad Metrix | |||
|---|---|---|---|
| Q3 2009 | Q3 2010 | Percent Change | |
| Total Display Ad Impressions (MM) | 1,049,787 | 1,284,315 | 22% |
*Display ads include static and rich media ads; excludes video ads, house ads and very small ads (< 2500 pixels in dimension)
"The US online display advertising market exhibited considerable strength in the third quarter with nearly 1.3 trillion ad impressions delivered," said Jeff Hackett, comScore senior vice president. "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. 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 ranks as top display ad publisher in Q3 2010
Popular social networking site Facebook.com led all online publishers in Q3 2010 with 297 billion display ad impressions, representing 23.1% market share. Facebook's market share has increased 13.9 percentage points from 9.2% in Q3 2009. Yahoo! Sites ranked second during the most recent quarter with 140 billion impressions (11.0%), followed by Microsoft Sites with 64 billion impressions (5.0%) and Fox Interactive Media with 48 billion impressions (3.8%).
| Top 10 U.S. Online Display Ad* Publishers Q3 2010 Total U.S. - Home/Work/University Locations Source: comScore Ad Metrix | ||
|---|---|---|
| Total Display Ad Impressions (MM) | Share of Display Ad Impressions | |
| Total Internet | 1,284,315 | 100.0% |
| Facebook.com | 297,046 | 23.1% |
| Yahoo! Sites | 140,949 | 11.0% |
| Microsoft Sites | 64,009 | 5.0% |
| Fox Interactive Media | 48,252 | 3.8% |
| Google Sites | 35,043 | 2.7% |
| AOL, Inc. | 32,330 | 2.5% |
| Turner Network | 21,268 | 1.7% |
| Glam Media | 13,274 | 1.0% |
| eBay | 8,421 | 0.7% |
| ESPN | 8,261 | 0.6% |
*Display ads include static and rich media ads; excludes video ads, house ads and very small ads (< 2500 pixels in dimension)
AT&T ranks as top display advertiser in Q3 2010
AT&T ranked as the top online display advertiser in Q3 with 21.1 billion impressions, accounting for 1.6% of display ads. Scottrade ranked second with 14.9 billion impressions (1.2%), followed by Verizon with 14.6 billion impressions (1.1%).
| Top 10 US Online Display Advertisers Q3 2010 Total US - Home/Work/University Locations Source: comScore Ad Metrix | ||
|---|---|---|
| Total Display Ad Impressions (MM) | Share of Display Ad Impressions | |
| Total Internet | 1,284,315 | 100.0% |
| AT&T Inc. | 21,144 | 1.6% |
| Scottrade, Inc. | 14,946 | 1.2% |
| Verizon Communications Inc. | 14,561 | 1.1% |
| Experian Interactive | 14,305 | 1.1% |
| Progressive Corporation | 9,583 | 0.7% |
| Netflix, Inc. | 9,564 | 0.7% |
| Apollo Group, Inc. | 9,494 | 0.7% |
| IAC - InterActiveCorp | 9,230 | 0.7% |
| eBay, Inc. | 8,921 | 0.7% |
| Walt Disney Company | 8,426 | 0.7% |
Additional findings from Q3 2010 include:
- The top advertisers in Q3 by estimated online display spending market share were: Scottrade (1.9%), AT&T (1.7%), Experian (1.2%), Verizon (1.1%) and Progressive (1.0%). Rounding out the top ten were: Netflix (1.0%), GM (0.8%), Walt Disney (0.8%), Toyota (0.7%), and Procter & Gamble (0.6%).
- The average US Internet user was delivered more than 6,000 display ads over the course of the quarter.
- 109 different advertisers delivered at least 1 billion display ad impressions during the quarter, up from 76 last year.
Source: comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and the preferred source of digital marketing intelligence.
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