According to an overview of the U.S. online display advertising market for Q3 2010 by comScore, there were strong gains following softness in much of 2009. Data from the online advertising
intelligence service indicated that nearly 1.3 trillion display ads were delivered to U.S. Internet users during the third quarter, 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) |
| 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.