Online Ad Impressions Grow 22%

November 8, 2010

The number of impressions delivered by the US online display ad market grew 22% in Q3 2010, according to new comScore AdMetrix data.

US Viewers See 1.3T Display Ads

Data from the comScore Ad Metrix online advertising intelligence service indicates that 1.28 trillion online display ads were delivered to US internet users during Q3 2010, marking a 22% increase from 1.05 trillion online display ads during Q3 2009.

comscore-online-display-ad-q3-nov10.gifThe average US internet user was delivered more than 6,000 display ads during the course of the quarter, and 109 different advertisers delivered at least 1 billion display ad impressions during the quarter, up from 76 during Q3 2009.

comScore credits several factors with driving online display ad growth, including the ability to buy specific audiences enabling a greater number of display ads to be delivered on target, display formats improving at a rapid rate, and improving quality of creative. comScore predicts continued growth of online display ads in quarters to come.

Facebook Leading Online Display Ad Publisher

Social networking site led all online publishers in Q3 2010 with 297 billion display ad impressions, representing about 23% market share. Facebook’s market share has increased roughly 155% from about 9% in Q3 2009.

comscore-top10-online-display-ad-publishers-q32010-nov10.gifYahoo Sites ranked second during the most recent quarter with 140 billion impressions (11%), followed by Microsoft Sites with 64 billion impressions (5%) and Fox Interactive Media with 48 billion impressions (almost 4%).

AT&T Top Online Display Advertiser

comscore-top10-display-advertisers-q32010-nov10.gifAT&T ranked as the top online display advertiser in Q3 2010 with 21.1 billion impressions, accounting for 1.6% of display ads. Scottrade ranked second with 14.9 billion impressions (1.2%), followed by Verizon with 14.6 billion impressions (1.1%).

Facebook Dominates UK Online Display Ad Market

Social network also clearly dominated the UK display ad publisher market in Q3 2010, according to other recent comScore data indicating Facebook carried more than 68 billion display ad impressions during the quarter. This represented an even more commanding 31% market share.

In contrast, Microsoft Sites ranked a distant second with nearly 14 billion impressions (6.2%), followed by eBay with 8.8 billion impressions (4%) and Google Sites with 8.2 billion impressions (3.7%). Yahoo Sites rounded out the top five display ad leaders with 7.8 billion impressions (3.5%).


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