Display Ad Impressions Climb
| U.S. Online Display Advertising Market Overview (Q3 2010 vs. Q3 2009, Total U.S. - Home/Work/University Locations) | |||
|
| Q3 2009 | Q3 2010 | Percent Change |
| Total Display Ad Impressions (MM) | 1,049,787 | 1,284,315 | 22% |
| Source: comScore Ad Metrix, November 2010 Display ads include static and rich media ads; excludes video ads, house ads and very small ads (< 2,500 pixels) | |||
Jeff Hackett, comScore senior vice president, said "The U.S. online display advertising market exhibited considerable strength in the third quarter... several growth drivers have contributed to sustained improvements over the past few quarters... buy specific audiences... enables a greater number of display ads to be delivered on target... display formats improving at a rapid rate... quality of creative getting better... "
Facebook.com led all online publishers in Q3 2010 with 297 billion display ad impressions, a 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, followed by Microsoft Sites with 64 billion impressions, and Fox Interactive Media with 48 billion.
| Top 10 U.S. Online Display Ad Publishers (Q3 2010 Total U.S. - Home/Work/University Locations) | ||
| Publisher | 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% |
| Source: comScore Ad Metrix, November 2010 (Display ads include static and rich media ads; excludes video ads, house ads and very small ads (< 2,500 pixels) | ||
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, followed by Verizon with 14.6 billion impressions.
| Top 10 U.S. Online Display Advertisers (Q3 2010Total U.S. - Home/Work/University Locations) | ||
|
| 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% |
| Source: comScore Ad Metrix, November 2010 | ||
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%)
- Progressive (1.0%)
- Netflix (1.0%)
- GM (0.8%)
- Walt Disney (0.8%)
- Toyota (0.7%)
- Procter & Gamble (0.6%)
And:
- The average U.S. 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
For additional information from comScore, please visit here.
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JACK LOECHNER
Center for Media Research
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According to this report, I avoided more than 6,000 online display ads last quarter. On the other hand, I spend less time than average online, so I probably really avoided only about 5,000 ads.
Reminds me of the joke of the kid falling asleep in science class as the teacher proclaims: "We expect the sun to burn itself out in about 15 billion years." The kid wakes with a start and says: "How many years?" To which the teacher replies: "15 billion." "Whew," the kid sighs, "I thought you said 15 million!"
What a loser this ad model is.