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 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 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.

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