US online display advertising market delivers 1.1 trillion impressions in Q1 2011
"The US online display advertising market maintained its strong momentum from last year with a terrific first quarter," said Jeff Hackett, comScore executive vice president. "We are now seeing more than one trillion display ads delivered every single quarter and nearly 300 individual advertisers spending at least US$1 million a quarter on display, numbers which underscore just how large and vibrant the online medium has become. And it's not just about the volume but about the quality of the advertising experience that can be delivered as we see continued investment in compelling, high-quality creative that helps cultivate long-term brand equity."
Facebook ranks as top display ad publisher in Q1 2011
Popular social networking site Facebook.com led all online publishers in Q1 2011 with 346 billion display ad impressions, representing 31.2% market share. Facebook's market share has increased 15 percentage points from 16.2% in Q1 2010. Yahoo! Sites ranked second during the most recent quarter with 112 billion impressions (10.1%), followed by Microsoft Sites with 54 billion impressions (4.8%) and AOL, Inc. with 33 billion impressions (3.0%).
| Top 10 US Online Display Ad* Publishers Q1 2011 Total US - Home/Work/University Locations Source: comScore Ad Metrix | ||
|---|---|---|
| Total Display Ad Impressions (MM) | Share of Display Ad Impressions | |
| Total Internet : Total Audience | 1,110,448 | 100.0% |
| Facebook.com | 346,455 | 31.2% |
| Yahoo! Sites | 112,511 | 10.1% |
| Microsoft Sites | 53,592 | 4.8% |
| AOL, Inc. | 33,454 | 3.0% |
| Google Sites | 27,993 | 2.5% |
| Turner Digital | 18,050 | 1.6% |
| Fox Interactive Media | 11,697 | 1.1% |
| Glam Media | 10,207 | 0.9% |
| CBS Interactive | 9,208 | 0.8% |
| Viacom Digital | 9,051 | 0.8% |
*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 Q1 2011
AT&T ranked as the top online display advertiser in the first quarter with 19.5 billion impressions, accounting for 1.8% of display ads. Experian Interactive ranked second with 16.6 billion impressions (1.5%), followed by Scottrade ranked third with 11.2 billion (1.0%) and Intuit with 11 billion (1.0%). Groupon entered the top ten display advertisers at #7 with 7.7 billion impressions (0.7%).
| Top 10 US Online Display Advertisers Q1 2011 Total US - Home/Work/University Locations Source: comScore Ad Metrix | ||
|---|---|---|
| Total Display Ad Impressions (MM) | Share of Display Ad Impressions | |
| Total Internet | 1,110,448,112 | 100.0% |
| AT&T Inc. | 19,467,236 | 1.8% |
| Experian Interactive | 16,635,360 | 1.5% |
| Scottrade, Inc. | 11,225,895 | 1.0% |
| Intuit Inc. | 10,980,711 | 1.0% |
| Verizon Communications Inc. | 9,687,999 | 0.9% |
| Netflix, Inc. | 8,787,348 | 0.8% |
| Groupon | 7,681,414 | 0.7% |
| Toyota Motor Corporation | 7,043,887 | 0.6% |
| Progressive Corporation | 6,773,297 | 0.6% |
| Weight Watchers International, Inc. | 6,425,473 | 0.6% |
Additional findings from Q1 2011 include:
- The top advertisers in Q1 by estimated share of online display ad spending were: AT&T (2.1%), Experian (1.9%), Scottrade (1.6%), Toyota (1.2%), and Netflix (1.1%). Rounding out the top ten were Intuit, Verizon, Progressive, Sprint Nextel and ING, each with 1.0%.
- The top consumer goods advertisers ranked by display ad spending were: Procter & Gamble, Mars, Kellogg's, General Mills and Kraft Foods
- 95 different advertisers delivered at least 1 billion display ad impressions and 293 advertisers spent at least US$1 million on display ads during the quarter.
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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