SocNet Publishers Drive Display Ad Market

February 21, 2011

comscore-display-publisher-category-2010-feb-2011.JPGSocial networking publishers were responsible for 34% of online display ads viewed in the US during December 2010, according to a new white paper from comScore. “The 2010 US Digital Year in Review” also indicates that this figure was up 48% from 23% a year earlier.

Portal Volume Drops

Meanwhile, portals served 17% of display ad impressions during 2010, a 19% decline from 21% in December 2009. Entertainment publishers saw their volume of display ad impressions rise 10% year-over-year in December 2010, from 10% to 11%.

Display Advertising Continues to Climb

comscore-total-display-impressions-2010-feb-2011.JPGWhite paper data shows that during the course of 2010, US internet users received a total of 4.9 trillion display ads (standard and nonstandard IAB ads, includes both static and rich media, but not video). The total number of ads grew 23% from more than 3.5 trillion in December 2009 to December 2010, as the online advertising market rebounded strongly from the impact of the recession.

Brand Advertisers Continue Shift to Digital

comscore-display-ads-1b-plus-2010-feb2011.JPG2010 also saw a continuing shift of advertising dollars online as more major brand advertisers continued to invest in the medium. In Q4 2010, 104 different advertisers delivered more than 1 billion display ad impressions, up 30% from 80 in Q4 2009.

Nearly all the growth (78 advertisers, or 75% of the total) came from those delivering between 1-3 billion impressions, while the number of advertisers delivering at least 3 billion remained more consistent.

AT&T, Verizon Top Display Advertisers

comscore-top-display-publishers-2010-feb-2011.JPGNetwork providers AT&T Inc. (94 billion ad impressions) and Verizon (66.7 billion impressions) ranked as the top US online display advertisers in terms of total ad impressions served between January 2010 and December 2010.

Fellow carrier Sprint also made it into the top ten with 30.2 billion impressions, ranking eighth. Online trading company Scottrade ranked #3 with 59 billion impressions, while Experian Interactive secured the number four position with nearly 54 billion views, and eBay, Inc. rounded out the top five with 36.8 billion impressions.

Facebook Top Display Ad Publisher

From a publisher perspective, delivered the most display ads with more than 1 trillion ads in 2010, setting an all-time record for ads delivered and the first to eclipse the 1 trillion ad threshold. Yahoo Sites, last year’s top display ad publisher, ranked second with 529.4 billion ads, followed by Microsoft Sites in third place with 243.9 billion ads. Fox Interactive Media (200 billion ads) and AOL, Inc. (130 billion ads) rounded out the top five.

Print Declines as Digital Grows

MagnaGlobal recently predicted US advertising revenues from newspapers, magazines, directories and direct mail will likely decline by 2.9% during 2011. By contrast, digital and broadcast media continue to grow rapidly, as does the outdoor business. MagnaGlobal estimates digital, TV, radio and outdoor collectively will grow by 6.9% during 2011.


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