Facebook is now top ranking US display ad publisher

4 May 2011

Social network Facebook led all online publishers in the US in terms of online display ads published online, accounting for nearly one in three online display ads in the US.

Digital media metrics player comScore revealed that nearly 1.11trn display ads were delivered to US internet users during the quarter. Facebook accounted for 346bn impressions, nearly double the number it delivered in Q1 2010, and accounting for nearly one-third of all display ad impressions delivered.

“The US online display advertising market maintained its strong momentum from last year with a terrific first quarter,” said Jeff Hackett, comScore executive vice-president.

The rise and rise of online advertising

“We are now seeing more than 1trn display ads delivered every single quarter and nearly 300 individual advertisers spending at least US$1m a quarter on display, numbers which underscore just how large and vibrant the online medium has become.

“And it’s not just about the volume but about the quality of the advertising experience that can be delivered as we see continued investment in compelling, high-quality creative that helps cultivate long-term brand equity.”

Facebook led all online publishers in Q1 2011, with 346bn display ad impressions, representing 31.2pc market share. Facebook’s market share has increased 15 percentage points from 16.2pc in Q1 2010.

Yahoo! sites ranked second during the most recent quarter, with 112bn impressions (10.1pc), followed by Microsoft sites, with 54bn impressions (4.8pc) and AOL, Inc. with 33bn impressions (3.0pc).

AT&T ranked as the top online display advertiser in the first quarter, with 19.5bn impressions, accounting for 1.8pc of display ads. Experian Interactive ranked second with 16.6bn impressions (1.5pc), followed by Scottrade, ranked third with 11.2bn (1.0pc) and Intuit with 11bn (1.0pc). Groupon entered the top 10 display advertisers at No 7, with 7.7bn impressions (0.7pc).

John Kennedy is a journalist who served as editor of Silicon Republic for 17 years