iZone International: One in three US display ads seen on Facebook
Latest comScore findings show that 1.11 trillion ad impressions were delivered to the US Internet audience, and Facebook accounted for 31 per cent of these. AT&T delivered the most number of impressions for advertisers.
Latest report from analytics firm comScore took a dive into the online display advertising market in the US in Q1 2011, and revealed that 1.11 trillion display ads were delivered to American Internet users in this period. Facebook accounted for 346 billion impressions, doubling its reach for the same period in 2010, accounting for almost one in every three ad impressions in America.
“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. He added, “We are now seeing more than one trillion display ads delivered every single quarter and nearly 300 individual advertisers spending at least $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’s market share has increased 15 percentage points from 16.2 per cent in Q1 2010. Yahoo! Sites ranked second during the most recent quarter with 112 billion impressions (10.1 per cent), followed by Microsoft Sites with 54 billion impressions (4.8 per cent) and AOL, Inc. with 33 billion impressions (3.0 per cent).
AT&T ranked as the top online display advertiser in the first quarter with 19.5 billion impressions, accounting for 1.8 per cent of display ads. Experian Interactive ranked second with 16.6 billion impressions (1.5 per cent), followed by Scottrade ranked third with 11.2 billion (1.0 per cent) and Intuit with 11 billion (1.0 per cent). GroupOn entered the top ten display advertisers at #7 with 7.7 billion impressions (0.7 per cent).
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 $1 million on display ads during the quarter.
