• by Jack Loechner , Staff Writer @mp_research, May 16, 2011

According to a comScore overview of the U.S. online display advertising market for Q1 2011, based on data from comScore Ad Metrix, nearly 1.11 trillion display ads were delivered to U.S. Internet users during the quarter. Facebook accounted for 346 billion impressions, nearly double the number it delivered in Q1 2010, and accounting for nearly one third of all display ad impressions delivered.

Jeff Hackett, comScore executive vice president, says  "... the U.S. online display advertising market maintains its strong momentum... more than one trillion display ads delivered every single quarter and nearly 300 individual advertisers spending at least $1 million a quarter on display... (and) continued investment in compelling, high-quality creative... helps cultivate long-term brand equity... "

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, followed by Microsoft Sites and AOL.

Top 10 U.S. Online Display Ad PublishersQ1 2011Total U.S. - Home/Work/University Locations
Publisher	Total Display Ad Impressions (MM)	Share of Display Ad Impressions
Total Internet 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%
Source: comScore Ad Metrix(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 the first quarter with 19.5 billion impressions, accounting for 1.8% of display ads. Experian Interactive ranked second with 16.6 billion impressions, followed by Scottrade ranked third with 11.2 billion.

Top 10 U.S. Online Display Advertisers (Q1 2011 Total U.S. Home/Work/University Locations)
Advertiser	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%
Source: comScore Ad Metrix

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 percent.
• 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.

For more information from comScore, please visit here.