US Web Users View 1.1T Display Ads in Q1

May 4, 2011

comscore-top10-online-ad-sites-by-impressions-may11.gifNearly 1.11 trillion display ads were delivered to US internet users during Q1 2011, according to comScore AdMetrix data. 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, Scottrade Follow AT&T

Experian Interactive ranked second among US online display advertisers in Q1 2011 with 16.6 billion impressions (1.5% of the total), followed by Scottrade ranked third with 11.2 billion (1%) and Intuit with 11 billion (1%). Daily deal site Groupon entered the top 10 display advertisers for the first time at number seven with 7.7 billion impressions (0.7%).

Facebook Publishes 1/3 of Impressions

comscore-top10-online-display-advertisers-may11.gifSocial networking site Facebook.com led all online publishers in Q1 2011 with 346 billion display ad impressions, representing 31.2% market share. Yahoo sites ranked second during the quarter with 112 billion impressions (10.1%), followed by Microsoft sites with 54 billion impressions (4.8%) and AOL, Inc. with 33 billion impressions (3%).

AT&T Also Top Spender

comScore analysis indicates the top advertisers in Q1 2011 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 10 spenders were Intuit, Verizon, Progressive, Sprint Nextel and ING, each with 1%.

P&G Leads CPG Spending

The top consumer goods advertisers ranked by display ad spending were Procter & Gamble, Mars, Kellogg’s, General Mills and Kraft Foods. In total, 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.

Facebook Doubles Share YOY

Facebook.com was also the leading US publisher of display ads in Q1 2010 with about 176.1 billion impressions, or a share of roughly 16%, meaning the site has retained its leading position while doubling its share. Yahoo sites ranked second with 132 billion impressions (12.1%), followed by Microsoft sites with 60 billion impressions (5.5%) and Fox Interactive Media with 53 billion impressions (4.9%).

Among advertisers in Q1 2010, AT&T led competitor Verizon as the top online display advertiser with 26.3 billion impressions, accounting for 2.4% of display ads. Verizon held the second position with 21.9 billion (2%), followed by Scottrade Inc. with 16.4 billion (1.5%), Experian Interactive with 15.6 billion (1.4%) and Sprint Nextel Corporation with 10.1 billion (0.9%).

There were about 1.09 trillion impressions during Q1 2010, meaning the total number of impressions grew about 2% year-over-year.

Chart-Library-Ad-1

Explore More Articles.

Which Skills Are Important in RevOps?

Which Skills Are Important in RevOps?

9 in 10 RevOps professionals view data analysis skills as being important, a high percentage also don’t believe they need this skill for their job.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This